Cartoon Network and LEGO Group to launch innovative Mixels concept in MENA region

February 18, 2014 10:54 am

The much awaited Mixels, a groundbreaking global franchise created by the powerhouse partnership of two of the biggest forces in kids’ entertainment – Cartoon Network and The LEGO Group, has made its MENA debut on multiple screens and platforms this February. A true multiplatform brand, has been introduced to the MENA region via its launch on the Cartoon Network Arabic channel on February 9th 2014.

Additionally, the highly anticipated has been introduced to the EMEA region on February 10th 2014. For the Middle East market, Mixels will be launching in flagship stores this Q1 such as Toys R US and Hamley’s giving kids the chance to “mix, max and murp” with their own LEGO® Mixels collectible character building sets.

For the MENA region, Mixels introduced a first wave of 12 creative and quirky characters of Infernites, Electroids and Cragsters. These characters are comical, mischievous creatures that live in tribes of three. Each tribe is based around a unique element. The Infernites are fiery and short tempered, but handy for a barbeque. TheCragsters 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.

Mixels is centered around a world of colorful creatures who can mix and combine with each other leading to hilarious and surprising results. Commenting on the innovative concept, Tal Hewitt, VP & GM Middle East, Africa and Turkey for Turner Broadcasting, said, “Our partnership with LEGO is the first of its kind in the MENA region. We at Cartoon Network are delighted to help these fantastic characters “mix, max and murp” their way onto Cartoon Network Arabic. But they won’t stop there – look out for the inventive website and apps to come too. Mixels is a truly multi-platform concept which is just right for our audience.”

Kids’ media consumption changes every day and this unprecedented collaboration and launch of Mixels continues the evolution of how Cartoon Network is looking at the development and distribution of content and IP creation. Bringing together world-class animators, game developers and product designers from the onset and launching the property on multiple platforms and formats. Cartoon Network and the LEGO brand will enable kids to have a fully integrated and rich experience from the very start of this exciting new franchise. will be a central hub where fans can learn more about the characters and setting of the Mixels world. Kids will be able to interact with the brand by exploring the environment of each tribe and meeting the Mixels, mixing multiple Mixels to discover lots of fun combinations and playing mini-games featuring characters from different tribes. Each tribe’s world will be filled with rich, colorful graphic elements that portray that environment’s unique qualities. Using cubits, kids can mix together Mixels from the same tribe to form a gigantic Maxel ormix together elements from different tribes to discover new and exciting combinations. By making successful mixes, kids will unlock exclusive mini-games. As new waves of Mixels are introduced, new tribes and mini-games will be added to the site to reflect the ever-growing universe. was developed by Cartoon Network Digital, the Emmy-nominated studio behind the Watch Cartoon Network App

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 combo just doesn’t quite fit). The Mixels shorts debut on Cartoon Network Arabic on February 9 and will air weekly. 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.

Calling All Mixels, the digital application launching in the first quarter is an addictive mixture of exploration, combat and strategy, with a creative spin on mixing. Find lost Mixels, discover new lands and create amazing mixes, in a world of lush 3D graphics, all while building elaborate structures to secure your Cubit supplies. Players take the role of Flain, a member of the Infernites as he sets forth on an adventure to find and reunite the lost Mixel tribes! It will not be an easy task as annoying Nixels roam the lands between all the Mixel tribes and cause trouble for everyone in sight. Flain and the rest of the Mixels will have to use all of their wits to find new friends, gain new bases, gather ingredients, get stronger and deal with constant Nixel problem if they plan to ultimately reunite all the Mixel tribes! Calling All Mixels was developed by Hibernum Creations and published by the Emmy and Webby-nominated Cartoon Network Games.

LEGO Mixels is a new series of buildable toys that create fun collectible characters that leverages the versatility and creativity of the LEGO building system to recreate the “mix,” “max” and “murp” fun of Mixels in physical form. LEGO Mixels are batched and 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, using the mysterious Cubits, to build new characters with hilarious results, to further immerse themselves in the sprawling Mixels world.

For media enquiries please contact:
Zeina Abou Jamra
Marketing & PR Manager
Turner Broadcasting- MENA
Tel: +97144467714