Lego Group Launches Social Network for Kids

LegoLifeThe Lego Group launched Lego Life, a social networking app for kids under the age of 13. The digital experience lets kids connect with a community of like-minded peers to express their creativity, share their Lego creations, and interact with Lego characters. The app is available in the U.S., Canada, the UK, France, Germany, Denmark, Austria, and Switzerland, with additional markets launching throughout the year and next year.

The Lego Life app lets kids personalize their LEGO experience through direct interaction with their favorite LEGO characters, exclusive content, an in-depth 3-D Lego minifigure avatar creator, and fun building inspiration and challenges. Lego Life also introduces a custom LEGO Emoji Keyboard with which kids and tweens can communicate about what they create in Lego form, as well as comment on what their peers share. [Read more...]

Warner Bros. Interactive Entertainment, TT Games, and The Lego Group Expand Lego Dimensions

ExpansionPack_NA_HarryPotterTeamPackWarner Bros. Interactive Entertainment, TT Games, and The Lego Group will expand the Lego Dimensions with more blockbuster franchises, such as Harry Potter, The Powerpuff Girls, and Ghostbusters. The new expansion packs increase the complete selection to 30 entertainment brands, allowing players to mix and match characters and universes. [Read more...]

Disguise Partners with Moose Toys for New Shopkins Costumes

ShopkinsLogoDisguise Inc., the Halloween costume division of Jakks Pacific Inc., has secured a licensing agreement with Moose Toys to create costumes and dress-up based on its collectible franchise, Shopkins. The news follows yesterday’s announcement that Disguise had secured a similar agreement with the LEGO Group.

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Toys “R” Us Becomes Destination: Star Wars, Kicking Off Year-Long Celebration

TRU Destination Star Wars logoToys “R” Us stores worldwide, as well as toysrus.com, are set for a year-long celebration in honor of the Star Wars saga. Beginning on May 3 in the U.S., Star Wars Day events will take place at all Toys “R” Us locations across the country. Young Jedis and their families are invited to visit their local store dressed in their Star Wars best, receive giveaways, and more.

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FIRST Lego League Announces Seventh Youth Challenge

First.logoFor Inspiration and Recognition of Science and Technology (FIRST) has announced the topic of its seventh FIRST Lego League (FLL) task, asking students to explore the future of learning as part of the FLL World Class Challenge.

The challenge asks teams of 9- to 14-year-olds (9 to 16 outside North America) worldwide to research and present original ideas to enrich the current landscape of learning. Teams will also build, test, and program an autonomous robot using Lego Mindstorms technology to solve a series of wisdom-gathering missions based on the theme.

More than 260,000 children in nearly 80 countries are expected to participate in the FLL event, with an additional 27,000 6- to 9-year-olds expected in the Junior FLL competition. Teams of up to 10 children, with two adult coaches, participate in the eight-week challenge, which culminates in high-energy, sports-like tournaments. Past challenges have included topics such as natural disasters, biomedical engineering, nanotechnology, quality of life for handicapped and senior populations, and transportation. [Read more...]

Lego Selects Texas Instruments to Power Mindstorms

LegoMindstormsLego has selected Sitara processors and Texas Instruments (TI) connectivity and analog solutions to power the Lego Mindstorms EV3 robotics platform.

Lego’s tool kit contains hardware and software to create customizable and programmable robots, and features a programmable brick computer powered by TI’s Sitara AM1808 ARM9 processor to control the motors, monitor sensors, and run Linux. The AM1808 processor also enables interactive touch screens, high-resolution displays, fast performance, and multiple, flexible integrated connectivity options—all while maintaining low design costs and power levels.

In addition, the brick computer contains TI’s CC2560 Bluetooth connectivity solution, which allows users to control their robot with a mobile device using an iOS or Android app. Lego Mindstorms EV3 is available in retail stores, and a special version of the platform, Lego Mindstorms EV3 Education, is available for classrooms through Lego Education.

Lego, Nickelodeon Expand Global Partnership

The Lego Group and Nickelodeon are expanding their global partnership to develop construction toys inspired by the recently launched CG-animated Teenage Mutant Ninja Turtles television series. The collection is slated to launch in North America and the UK in January and will roll out in global markets later in the year. The companies have a long-standing relationship and first partnered together in 2006 to create Lego SpongeBob Squarepants. Nickelodeon’s Teenage Mutant Ninja Turtles premiered on Sept. 29, drawing almost 12 million viewers during its premiere weekend.

One playset and select minifigures from the forthcoming line were unveiled at the Lego booth at New York Comic-Con at the Jacob K. Javits Convention Center from October 11 to 14.

Lego Celebrates 80th Birthday

Lego is celebrating a milestone birthday this year: the iconic building block company turns 80.

In celebration of the event, a short animated film about the Lego Group’s history from 1932 to 1968 has been produced. Watch the video here.

The Lego Group’s story started in 1932 when Ole Kirk Christiansen founded a production company for wooden toys in the Danish city of Billund. His central idea was, “Only the best is good enough.” The motto stayed, but other than that, a lot has changed.

The company has grown from the original small workshop to become the third largest producer of play materials in the world. It is currently represented in more than 130 countries with some 10,000 employees. The name Lego comes from the two Danish words “leg” and “godt,” which translates to “play well.”

Happy birthday, Lego.

This post was originally written by Loren Moreno and published by ToyBook.com. For more news, visit www.toybook.com, follow The Toy Book on Twitter, and like The Toy Book on Facebook. The Toy Book is a bimonthly trade magazine covering the toy industry, published by Adventure Publishing Group.

LEGO Group Launches Movie Maker App

LEGO Group, in conjunction with Warner Bros. Consumer Products and DC Entertainment, has launched the LEGO DC Super Heroes Movie Maker app on the iTunes App store. The app allows users to create their own stop-motion movie featuring some famous superheroes. The simple tools and guides make it easy to shoot, edit, and add music on an iPhone. and save it to your camera roll to share.

This post was originally written by Leah Rocketto and published by ToyBook.com. For more news, visit www.toybook.com, follow The Toy Book on Twitter, and like The Toy Book on Facebook. The Toy Book is a bimonthly trade magazine covering the toy industry, published by Adventure Publishing Group.”

Lego Universe to Launch Tomorrow, Photos and Videos Revealed

Coinciding with the European launch of Lego Universe, the Lego Group revealed new videos, screenshots, and art for the game on Friday. The North American launch is scheduled for Tuesday, October 26.

Lego Universe is published by the Lego Group, developed by NetDevil, and distributed in mass retail by Warner Bros. Interactive Entertainment. The game invites players to use their imaginations to build objects and to creatively battle opponents. To learn more about Lego Universe, visit www.LegoUniverse.com.

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