Official Press Release
On August 10, DC Comics, a Warner Bros. Entertainment Company and the
world’s largest English-language publisher of comics, is teaming with “Sports
Illustrated For Kids,” the premier sports magazine for kids ages 8 and up,
and LEGO Systems to launch the next chapter in the comic book industry’s
longest running and most successful custom comic program.
DC Comics continuing partnership with LEGO Systems has already resulted in
more than 40 million comic books featuring the Danish toy company’s hugely
popular BIONICLE(r) characters. For the next stage of this ambitious
program, DC Comics has created a series of BIONICLE custom comics that will
run in both S.I. For Kids and the DC Comics kids line which includes “The
Batman Strikes,” “Teen Titans Go!,” “Justice League Unlimited,” “Scooby Doo” and
Looney Tunes. The program begins in “Scooby Doo # 99” (on sale on August 10)
and runs through the end of the year. To read the complete story, readers
will need to read both S.I. For Kids and the DC Comics kids line. Each DC
comic will offer a tag promoting the program.
“The BIONICLE comic book program is a ground-breaking way to demonstrate the
storytelling power of custom comics and their ability to attract, entertain
and drive brand awareness through traditional media vehicles like S.I. For
Kids and DC Comics,” said David McKillips, DC Comics Vice President of
Advertising & Custom Publishing. “Together DC Comics and S.I. For Kids have
developed a unique program that allows LEGO Systems to deliver its
incredible comic stories and product messaging through a massive,
multi-title print integrated media plan.”
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