Sweet Suite 2016

Lego Sees Strong Growth, with Huge Boost from The Lego Movie

LEGO_LogoFirst reported by the Associated Press, first-half sales for Lego were 14.1 billion kroner, or roughly $2.2 billion, up from 11.6 billion kroner one year earlier. Net profit during the same period was up 30 percent to 3.6 billion kroner, or $543 million.

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Evil Threatens All of LEGO Humanity in LEGO Dimensions Story Trailer

LegoDimensionsLogoWarner Bros. Interactive Entertainment has released the story trailer for LEGO Dimensions, which merges physical LEGO brick building with interactive console game play. The game features an original story that combines characters and worlds from 14 entertainment brands including DC Comics, The Lord of the Rings, The LEGO Movie, The Wizard of Oz, LEGO Ninjago, Back to the Future, Scooby-Doo, Doctor Who, Jurassic World, and more.

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Warner Bros. Pictures Confirms Release Dates for Upcoming Lego Movies

LEGO_LogoWarner Bros. Pictures has confirmed the release of three new Lego features, including The Lego Movie Sequel, which will be released domestically on May 18, 2018, beginning its worldwide release.

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LEGO Dimensions Introduces a Whole New Universe of Play This Fall

LegoDimensions2,StarterPackWarner Bros. Interactive Entertainment, TT Games, and The LEGO Group will launch LEGO Dimensions, which merges physical Lego brick building with interactive console game play. Scheduled for release on September 27, the game will fuse a number of fan-favorite LEGO universes together, including DC Comics, The Lord of the Rings, The Lego Movie, The Wizard of Oz, LEGO Ninjago, Back to the Future, and more.

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Q&A with Søren Torp Laursen, President, Lego Systems

Lego Direktion  15,012,2005 © Niels Aage Skovbo, FOKUSThe Toy Book (TTB): How has the success of The Lego Movie helped to transform the entertainment and merchandising arm of Lego?

Søren Torp Laursen (STL): We are thrilled that The Lego Movie captured the attention of so many people around the world last year, serving as an anthem for creative building that drove families to pull out their existing Lego collections or try one of the Lego sets that we had on shelf. While we do not have ambitions to become an entertainment company, we know that storytelling and content—be it film, TV, YouTube tutorials, or fan-generated animations—is an important way that we create relevance while inspiring new ideas for play time. The movie was a perfect validation of our belief in the power of stories, and we look forward to deeper relationships with our content partners to continue to enhance what we do best in delivering fun and creative building sets that inspire children to become their own storytellers.
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The Lego Group’s Strong 2014 Led by Global Growth

legoworldmapLast year, the Lego Group enjoyed revenue growth of 15 percent year over year on a local currency basis, excluding foreign exchange impacts. Revenue increased by 13 percent to DKK 28.6 billion (USD $4,349,545,486) compared to DKK 25.3 billion (USD $3,847,850,941) in the previous year, while the year’s operating profit increased to DKK 9.7 billion (USD $1,475,318,881) compared to DKK 8.3 billion (USD $1,262,184,735) in the previous year, an increase of 16 percent. Net profit was DKK 7.0 billion (USD $1,064,493,150) compared to DKK 6.1 billion USD $927,777,853) in the prior year, an increase of 15 percent. [Read more...]

Toys “R” Us Extends Hours, Offers Last-Minute Deals for the Holidays

toysrus.croppedIn the days leading up to Christmas, Toys “R” Us will offer extended shopping hours at stores nationwide. From December 20 through December 22, stores will remain open from 6 a.m. until 2 a.m., while beginning at 6 a.m. on December 23, and continuing through 9 p.m. on Christmas Eve, Toys “R” Us stores will be open around the clock.

At Toys “R” Us stores between now and December 20, deals are available on all Barbie dolls, Charmazing kits, Transformers Stomp & Chomp Grimlock, Teenage Mutant Ninja Turtles Blu-ray/DVD/Digital Combos or Blu-ray combo packs with ear buds and masks, Skylanders Trap Team Starter Packs, LeapTV systems, The Lego Movie DVD with Lego construction set, Imaginext toys, and select board games (while supplies last). [Read more...]

Thanks to The Lego Movie, Lego Is World’s Largest Toy Maker

LEGO_LogoAs reported by The Wall Street Journal today, Lego is currently the world’s largest toy maker.

Denmark’s Lego A/S said that revenue during the first six months rose 11 percent, boosted by The Lego Movie products. This makes Lego the biggest toy company in the world in terms of both revenue and profit, ahead of Mattel Inc. The jump also puts Lego slightly ahead of Mattel in sales for the first six months of the year.

A sequel to The Lego Movie, The Lego Movie 2, is scheduled for release in 2017, and Warner Bros. has already set the release for the Ninjago movie next year.

The licensing of the movies themselves isn’t a significant element of sales for Lego compared with the sales of movie-related boxes of bricks. Overall first-half sales for Lego rose to 11.5 billion Danish kroner ($2.03 billion) from 10.4 billion kroner in the same period last year, the company said. [Read more...]

Lego Shows Off New Products at Comic-Con International: San Diego

LEGO_LogoAt Comic-Con International: San Diego this week, Lego Systems Inc. will unveil new products, including two Lego Super Heroes: DC Comics sets scheduled to launch next year, one of which is an 1,800-piece tumbler.

Meanwhile, in anticipation of this December’s theatrical release of The Hobbit: The Battle of the Five Armies, Lego Systems will preview one of the new Lego the Hobbit sets slated to arrive in stores this October. The company will also show off an upcoming set based on The Lego Movie, as well as sets based on the Teenage Mutant Ninja Turtles TV series and new feature film.

Finally, Lego Systems will unveil the fourth wave of Lego Mixels characters and content, set to launch next year.

COMMENTARY: Animation Has Long Been a Promotional Vehicle for Toys

BrandonEngel1by Brandon Engel

You’ve likely heard about the massive success of The Lego Movie, and maybe you were even one of the millions worldwide who have gone to see it. Despite its financial success, some have blasted the film for essentially being a glorified, expensive commercial for Legos. I don’t think that anyone can deny that The Lego Movie is obviously commercially motivated, but does that make it wrong? Is it all that different from children’s movies selling toys based on the film?

BrandonEngel2Last Christmas, the Frozen Castle Playset and matching Barbie dolls from the Disney film Frozen were at the top of many children’s lists for Santa. Every time a commercial appeared for the movie or the toy, they advertised each other. Is The Lego Movie any different just because the toy existed before the movie? Here is the bigger question: In an age where almost no image is spared licensing of some form, where does the line get drawn between entertainment and commercial? [Read more...]