LEGO-based Paratextual Commodity Flow in Children’s

Television

Matthew P. McAllister, Penn StateCatherine Buckley, Penn State

Cartoon Network’s Ninjago Title Page – No LEGO Logo

Cartoon Network Ninjago Screen Capture

Cartoon Network’s Chima Title Page – No LEGO Logo

Cartoon Network Chima Screen Capture

Emphasizing the Lego Connection:LEGO/Ninjago Website

Cartoon Network/Chima Website

Emphasizing the Lego Connection:Ninjago Merchandise

Chima Merchandise

Establishing the LEGO Connections: Ties to other LEGO-themed programs in Chima

promos on Cartoon Network

And similarly themed LEGO tie-in commercials

And in back-to-back TV paratexts: A promo for Chima the program and ad for Chima toy set

Emphasizing the LEGO Connection: Digital TV Programming Guide