Live Company scores BrickLive merchandising agreement

The contract, which will last until 31 December 2025, will see LMI act as the company's agent in respect of identifying partners for the licensing and merchandising for merchandise from its BrickLive Lego experience shows, events and tours.

LMI was established in the early 1980s to handle the European licensing for George Lucas's original Star Wars trilogy and has also dealt with licensing programmes for the National Football League and the Davis Cup

Current clients include international brands such as Game of Thrones, Nestle and Shell.

David Ciclitira, executive chairman of Live Company, said "I'm thrilled the company has partnered with LMI to accelerate the BrickLive merchandising strategy of products to be sold at BrickLive shows, tours and events. LMI has a wealth of experience in both merchandising and licensing products and goods, working successfully with well known, global franchises, such as Game of Thrones, and I'm therefore delighted to be working with LMI to develop the BrickLive products."

Live Company Group's shares were up 6.67% at 61.33p at 1126 BST.