The Week: Media News - Lego ties up with Disney TV

Lego Games has signed a deal to sponsor Disney's newly launched kids channel, Disney DX.

The toy brand will now get exposure through a series of on-air promotions. Its first two will be on-air competitions for the toy company's new games - Creationary and Lunar Command. The channel, which launched on 31 August, is aimed at boys aged between six and 14.