Lego Systems Inc. to Kick Off Interactive Experience Tour

Lego Systems Inc. will kick off the Lego World of Creativity tour in July with five stops scheduled for 2017. The tour will launch in Savannah, Georgia July 7-9 and will make later stops in Albuquerque, New Mexico (Aug. 4-6), Tacoma, Washington (Sept. 8-10), Boise, Indiana (Sept. 29-Oct. 1), and Madison, Wisconsin (Oct. 13-15).

Tickets are currently on sale at the Lego World of Creativity website, and 2018 tour dates will be announced at a later date.

[Read more...]

Lego Dimensions Launches Wave 8 Expansion Packs

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Warner Bros. Interactive Entertainment released the latest expansion packs for Lego Dimensions. Players can now add new levels and vehicles based on The Goonies and Harry Potter to their virtual Lego experience.

Lego minifigures included in the expansion packs come with  golden Toy Tags, which unlock a Battle Arena within the Free Play Adventure World. Each Battle Arena has four different gameplay modes and comes with its own traps, special powers, and interactive environments that make every battle arena unique. [Read more...]

Lego City Undercover Available Now

LegoCityUndercoverLego City Undercover, from Warner Bros. Interactive Entertainment, TT Games, and The Lego Group, is available now. In the game, players must assume the identity of undercover police officer, Chase McCain, and track down the fiendish Rex Fury to put an end to his city-wide crime wave. Lego City Undercover is now available for the Nintendo Switch, PlayStation 4, Xbox One, and PC.  [Read more...]

Disney Debuts Rogue One: As Told By Lego

RogueOneLegoDisney debuted Rogue One: As Told by Lego, the second episode of its digital series created in collaboration with Lego. The stop-motion animation video tackles the Lucasfilm narrarative of The Battle of Scarif in under three minutes. Jyn Erso and her team of Rebels attempt to steal the plans to destroy the Death Star. [Read more...]

Lego Named World’s Most Valuable Toy Brand

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According to Brand Finance, Lego is the world’s most valuable toy brand, valued at $7.6 billion, over seven times that of second-placed Bandai Namco. Lego is also the industry’s strongest brand across any industry category, according to Brand Finance’s Global 500 report.  [Read more...]

WBIE, TT Games, and The Lego Group Launch Lego Worlds

LegoWorldsLaunchLego Worlds, a galaxy of imaginative worlds made of digital Lego bricks where players can explore, discover and create together, is now available for PlayStation 4 computer entertainment system, Xbox One, and STEAM. Developed by TT Games and published by Warner Bros. Interactive Entertainment, Lego Worlds will be available for Nintendo Switch later this year.

In Lego Worlds, players embark on a creative adventure to become a Master Builder and uncover hidden treasures in environments, where worlds come to life with a variety of vehicles and creatures—from gingerbread men riding elephants to cavewomen scaring polar bears, to swamp police helicopters, hot air balloons and arctic snow scooters.

Gamers can embark on a quest to become a Master Builder by helping other Lego characters along the way, such as finding a sword for an Egyptian Queen, protecting a fisherman from a giant troll invasion, or building a home for a cyclops. Kids can build environments and creations in any ways they can imagine, either by building brick by brick, placing down enormous prebuilt LEGO structures, or by using tools that let them paint and shape the landscape. Lego Worlds’ online multiplayer functionality allows players to explore each other’s worlds together and engage in cooperative and competitive play experiences that players can build themselves.

A Lego Agents pack, featuring new characters, vehicles, weapons and more from the Agents range of play materials, will be available exclusively on PlayStation 4 for a limited time.

Lego to Produce Women of NASA Fan-Designed Set

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Lego revealed its next fan-design set, Woman of NASA, which celebrates women who had key roles in the U.S. space program. The set met then 10,000 supporteers mark in the Lego Ideas competition, and was approved by the Lego board.  [Read more...]

Lego Debuts DC Super Hero Girls Line at Toy Fair

LEGODCSuperheroGirlsLego Systems Inc. introduced its collection of building sets inspired by the DC Super Hero Girls series at the North American International Toy Fair. In addition to the three building sets that launched in November, Lego introduced three mission-based building sets that are now available, with four more that will launch this August.  [Read more...]

TIA Announces Toy of the Year 2017 Winners

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Last night, the Toy Industry Association (TIA) announced the 2017 Toy of the Year award winners at the 17th annual Toy of the Year Awards and Toy Industry Hall of Fame induction ceremony, hosted at The Intrepid Sea, Air & Space Museum in New York City.

Winners in each of the categories include: [Read more...]

Marvel Unveils Heroes Come In All Sizes Retail Campaign

MarvelHeroesAllSizesDisney Consumer Products and Interactive Media (DCPI) will debut the new retail campaign, Marvel Heroes Come in All Sizes, this spring. The campaign celebrates Marvel Super Heroes and everyday heroes to teach that the best way to measure a Super Hero is by the size of their heart.

New Marvel products will highlight this theme and will be available in categories including home entertainment, television, publishing, and digital content. At retail, Marvel Heroes Come in All Sizes will follow the success of the fall campaign, Marvel Super Hero Spectacular, with new product launches and in-store statements, including Hasbro for six-inch Marvel Legends figures; Funko for larger-scale collectible characters; Lego for updated Mighty Micros; Jakks Pacific for Tsum Tsum characters; Jada Toys for die-cast figures; and Schleich for a collectible figure lineup.

Retail partners will feature marketing campaigns, which include branded end caps at Walmart and Target; Toys “R” Us will debut a front-of-store “What’s Hot” feature; Kohl’s will promote Marvel softlines and toys; and Amazon will offer marketing support for DVDs, books, and licensed product.

Disney Consumer Products and Interactive Media will support the campaign with a series of new brand-driven marketing spots and influencer campaigns.  There will also be a stop-motion advertainment spot that will use Hasbro action figures, which will be released in February.