Lego strikes deal with Nike for kids' 'Bionicle' trainers

Lego has launched a global alliance with Nike to market a range of trainers based on the toy company's 'Bionicle' action heroes. The partnership, believed to be the first between a toy company and a footwear manufacturer, will be aimed at children from the age of seven.

The deal promises to be the first of a number of brand tie-ups between the companies. It will enable Lego to take its brand to the street while giving Nike a further boost in the kids' market.

Called 'Bionicle by Nike', the trainers go on sale in North America later this month. They will be available across Europe from March at Niketown and Lego retail stores, as well as over the internet.

Bionicle toys comprise a number of characters from the fictitious Toa Nuva tribe. The trainers come with a removable Toa Nuva mask that covers the toe-box.

Additional masks based on the various action heroes can be purchased separately.

'Bionicle by Nike' will cost $50 (£32) in the US. Nike has yet to set a price for the UK market, where it will market from kids' size 11.5 to size 5.

The Bionicles are set to make their movie debut next year with a direct-to-video release titled Bionicle:Mask of Light.

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