Reality Show Based on Lego's in the Works

[Zoneboy]

Reality producer Scott Messick has partnered with the Lego Group to develop nonscripted programming related to the toy building-block franchise.
Messick said he's developing several different types of reality shows related to the brand - including docuseries, competition shows and kid-oriented gamers.

"Lego seemed like such a powerful brand, and I don't think they were thinking about reality TV," said Messick, who is exec producer of Cartoon Network's "Destroy Build Destroy."

Messick's development exec suggested he set up a meeting with the Lego licensing and entertainment team. Lego has been busy extending its brand into the entertainment realm, including a live-action movie in development at Warner Bros. (Daily Variety, Aug. 11). Jill Wilfert, Lego's veep of licensing and entertainment, is driving the push into film and TV.

"They were focused on their feature business, but (Wilfert) liked the idea of going into reality," Messick said.

The producer spent time with the company learning about the fandom surrounding Lego - such as three Connecticut-based Lego Masters, who travel the world building massive sculptures for the company out of Legos. Messick is developing a docuseries surrounding them.

He's also looking at creating a gameshow based on a line of Lego board games that are already out in Europe and will soon go on sale in the U.S.

At his disposal is the Legoland theme park, where a competition/ elimination show could be based, he said.

"They have some great ideas regarding programming that captures and showcases the inherent creativity at the core" of Lego, Wilfert said.

Messick would exec produce any Lego project through his Mess Media banner. Wilfert would get an exec producer credit.

Among other projects in the works at Mess Media are a docuseries with floral designer Kevin Lee; a special effects competition series led by Academy Award-winning artist Rick Baker; and a series that follows investigator Juval Aviv as he hunts down financial criminals.

Messick also has sealed a deal with Fuji TV to develop two format for the U.S.: "Chase," which is set up at Syfy, and "Trap Labyrinth."

Messick and exec producer Eric Eisner also hope to find a new home for "Madden Nation," which aired four years on ESPN. Messick's previous credits include ABC's "Shaq Vs.," Oxygen's "Fight Girls," CMT's "Ty Murray's Celebrity Bull Riding Challenge" and Spike's "Pros vs. Joes."

http://www.variety.com/article/VR111...goryid=14&cs=1