2012 Toy Fair: "The Force" Remains With The LEGO Group

By Jay Cochran on 2012-02-13 in Action Figures
The LEGO Group and Lucasfilm Ltd. today announced renewal of the Star Wars™ licensing deal that, 12 years ago, transformed a construction toy theme into a global entertainment property with strong cross-generational, multi-platform appeal. Fans can look forward to LEGO® Star Wars product and content development for the next 10 years, according to the terms of the deal.

The LEGO Group first acquired the rights to manufacture LEGO toys based on the Star Wars universe in 1999, marking the first time in its global history that the world's leading construction toy manufacturer would represent someone else's story and characters in the LEGO world. What was once considered a licensed novelty is now considered a core LEGO franchise, similar to LEGO CITY, and ranks among the company's global top themes.

A best-seller since its introduction, LEGO Star Wars has experienced tremendous growth over the last six years in particular, due to the continued strength of core construction toy development and expansion to video games, publishing, television and video content and other relevant categories for fans of all ages.

"It is very rare to find an evergreen property that delivers growth year on year in toys, even in years without events driving box office buzz, yet Star Wars defies all odds, continually reinventing itself, and our LEGO business continues to grow exponentially," said Jill Wilfert, Vice President of Licensing and Entertainment for The LEGO Group. "Star Wars is a cultural phenomenon that shares many characteristics with the LEGO brand–cross generational appeal, versatile story and character content, creativity and imagination—and we believe that we can continue to grow LEGO Star Wars for many years to come."

"We are delighted to have extended our long and very successful relationship with LEGO Group," said Derek Stothard, Senior Director for Global Toys and Hardlines at Lucas Licensing. "Bringing together these two iconic global brands has created something special that is enjoyed by kids, families and fans everywhere."

Star Wars is as relevant—perhaps more relevant—today than it was in 1977 when it was introduced, and in 1999 when the first of the next three episodes began to be told. For 2011, Star Wars is the #1 property and #1 license for Boys ages 6 and older according to NPD Group, and has been a top‑3 boy's license for the last 11 years. The LEGO share of the property continues to grow, as new generations of children discover, engage with and explore the Star Wars stories through constructive play.
Image 1 of 68
1 of 68
Image 2 of 68
2 of 68
Image 3 of 68
3 of 68
Image 4 of 68
4 of 68
Image 5 of 68
5 of 68
Image 6 of 68
6 of 68
Image 7 of 68
7 of 68
Image 8 of 68
8 of 68
Image 9 of 68
9 of 68
Image 10 of 68
10 of 68
Image 11 of 68
11 of 68
Image 12 of 68
12 of 68
Image 13 of 68
13 of 68
Image 14 of 68
14 of 68
Image 15 of 68
15 of 68
Image 16 of 68
16 of 68
Image 17 of 68
17 of 68
Image 18 of 68
18 of 68
Image 19 of 68
19 of 68
Image 20 of 68
20 of 68
Image 21 of 68
21 of 68
Image 22 of 68
22 of 68
Image 23 of 68
23 of 68
Image 24 of 68
24 of 68
Image 25 of 68
25 of 68
Image 26 of 68
26 of 68
Image 27 of 68
27 of 68
Image 28 of 68
28 of 68
Image 29 of 68
29 of 68
Image 30 of 68
30 of 68
Image 31 of 68
31 of 68
Image 32 of 68
32 of 68
Image 33 of 68
33 of 68
Image 34 of 68
34 of 68
Image 35 of 68
35 of 68
Image 36 of 68
36 of 68
Image 37 of 68
37 of 68
Image 38 of 68
38 of 68
Image 39 of 68
39 of 68
Image 40 of 68
40 of 68
Image 41 of 68
41 of 68
Image 42 of 68
42 of 68
Image 43 of 68
43 of 68
Image 44 of 68
44 of 68
Image 45 of 68
45 of 68
Image 46 of 68
46 of 68
Image 47 of 68
47 of 68
Image 48 of 68
48 of 68
Image 49 of 68
49 of 68
Image 50 of 68
50 of 68
Image 51 of 68
51 of 68
Image 52 of 68
52 of 68
Image 53 of 68
53 of 68
Image 54 of 68
54 of 68
Image 55 of 68
55 of 68
Image 56 of 68
56 of 68
Image 57 of 68
57 of 68
Image 58 of 68
58 of 68
Image 59 of 68
59 of 68
Image 60 of 68
60 of 68
Image 61 of 68
61 of 68
Image 62 of 68
62 of 68
Image 63 of 68
63 of 68
Image 64 of 68
64 of 68
Image 65 of 68
65 of 68
Image 66 of 68
66 of 68
Image 67 of 68
67 of 68
Image 68 of 68
68 of 68

STAR WARS SHOPPING ONLINE


Advertise Here on JediInsider.com

Search Online Stores for Star Wars



The affiliate links on this site may generate revenue for it when a purchase is made
Toys Shopping Oniine






More Star Wars News




Advertise on Jedi Insider


STAR WARS REVIEWS

Toy Photography

Movies & TV

Customs

Games



This site uses cookies for site configuration, advertising, and analysis. By using this site you accept our policies - Read Full Site Policy OK
Sign Up For The TNI Newsletter And Have The News Delivered To You!
SOCIAL NETWORKS

ToyNewsI MarvelousNews Tformers JediInsider
Entertainment News International (ENI) is the oldest, largest, and most popular news source for adult toy collectors (kidults) all around the world.

Get the scoop every day on all the popular culture action figures, comics, games, movies, toys, and more!

Contact and Support
Advertising | Submit News | Contact ENI | Privacy Policy


All images, trademarks, logos, video, brands and images used on this website are registered trademarks of their respective companies and owners. All Rights Reserved. Data has been shared for news reporting purposes only. All content sourced by fans, online websites, and or other fan community sources. Entertainment News International is not responsible for reporting errors, inaccuracies, omissions, and or other liablities related to news shared here. We do our best to keep tabs on infringements. If some of your content was shared by accident. Please Contact us about any infringements right away - CLICK HERE