LEGO-based ParatextualCommodity Flow in Children’s

Television

Matthew P. McAllister, Penn State

Catherine Buckley, Penn State

Cartoon Network’s Ninjago Title Page –No LEGO Logo

Cartoon Network NinjagoScreen Capture

Cartoon Network’s Chima Title Page – No LEGO Logo

Cartoon Network ChimaScreen 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