In a bid to become the next small children’s must-have character, Cartoon Network and Lego have combined to launch Mixels, which will be coming to the UK this February in a global, multiplatform launch.
The Mixels brand will be rolled out in multiple territories. It goes on screen in the form of animated shorts in the UK from mid February, preceded by a website launch. Then comes the launch of Mixels collectible building sets and the Calling All Mixels app.
Cartoon Network has refined the launch based on its knowledge that kids media consumption changes every day and is throwing everything at it.
Mixels are colourful creatures who can mix and combine with each other. They live in tribes of three, with each tribe based around a unique element. The Infernites are fiery and short tempered, but handy for a barbeque. The Cragsters are the industrious mining tribe and the Electroids are a quirky bunch with enough nervous energy to light up the whole world. Nixels, annoying and destructive little creatures, wreak havoc over the Mixel land trying to tear down and break apart the tribes.
The animated shorts, consisting of 1-2 minute segments, feature any number of characters on a series of adventures where they will be able to ‘mix’ (two characters combine); ‘max’ (all three members of the tribe combine) or ‘murp’ (when the combination doesn’t quite fit).
Created for Cartoon Network by John Fang (Generator Rex, Ben 10) and Dave Smith (Powerpuff Girls), Mixels is executive produced by Jennifer Pelphrey, Tramm Wigzell, Brian Miller and Rob Sorcher and is produced at Cartoon Network Studios.
The shorts and more about the characters and setting of the Mixels world will appear on the website. Children will be able to mix Mixels to discover combinations and play mini-games featuring characters from different tribes. As new waves of Mixels are introduced, new tribes and mini-games will be added to the site.
The Calling All Mixels app has been developed by Hibernum Creations and published by Cartoon Network Games.
Lego Mixels is a new series of buildable toys that create collectible characters which will be released throughout the year in tribes such as Frosticons, Infernites, Stretchers, Cragsters, Electroids and Fang Gang. Kids will be able to mix and combine the Lego Mixels.
Pippa Considine
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