Live Company Group (LON:LVCG) has today announced that the BRICKLIVE Animal Paradise show, created by BRICKLIVE Touring, will begin a three-year, twenty city tour of China, beginning on 7 September 2018 at the world-famous National Stadium in Beijing, also known as the Birds Nest Stadium.
LVCG’s wholly-owned subsidiary Brick Live International Limited has entered into a licence agreement with Bricklive Centre Education Technology (Beijing) Co., Ltd, the Group’s 49%-owned joint venture in China, for the exclusive right to sub-license the staging and promotion of BRICKLIVE Animal Paradise in China.
Pursuant to the agreement, BLC has entered into a sub-licencing agreement the with Decheng Holding Industrial Co., Ltd (company no: 911101083181089867) (“Decheng”) for the organisation and staging of the tour shows across the 20 venues until September 2021. In addition, Decheng has an option to extend the sub-licencing agreement for a further 3 years on the same terms, to take the show to an additional 20 cities. The total value to BLI of the initial 3-year contract is US$3.1 million, comprising both content and show licence fees.
The creation of this BRICKLIVE Animal Paradise show has been funded by BLC, and under the agreement with Decheng, BLC receives a guaranteed percentage of sponsorship and ticket revenue.
The preservation of rare animals is a crucial topic for China at the moment and so the aim of this new tour is an educational one. BRICKLIVE Animal Paradise will feature a spectacular array of more than 60 LEGO built animal models and will serve as an ideal learning through play platform, through which to engage both children and adult visitors alike. The event will bring together both physical and digital educational experiences.
Throughout the BRICKLIVE Animal Paradise tour, BRICKLIVE will be working closely with each host city to create educational programmes that encourage the involvement of local schools by influencing their curriculum. LEGO Systems Inc. in China has increased its focus on the educational advantages of LEGO bricks and now BRICKLIVE will be working closely alongside these efforts.
The Company’s expectation is that the 3-year BRICKLIVE Animal Paradise tour will attract up to a million visitors.
David Ciclitira: Executive Chairman at Live Company Group, said: “This tour represents the culmination of everything we have worked and aimed for. Coupled with the launch of the new contract in Korea at the end of June, the BRICKLIVE Animal Paradise tour demonstrates that we have truly captured the world’s attention with BRICKLIVE. To be pairing this presence with the pressing issue of protecting endangered species is immensely rewarding.”
Sarah Chong, JV Partner, said: “This venture is extremely exciting. China’s appreciation for enhancing educational coupled with the national focus on endangered species makes it the perfect location to tour with such an impressive event output.”