So when exactly did the brightly colored building blocks we played with as kids transform into a wildly successful multimedia entertainment platform? On February 7, the Lego Movie stormed theaters and notched one of the top opening weekends ever for a non-sequel animated film. Outside the cinema, Lego-themed video games and building sets featuring licensed properties have become incredibly popular with both children and adults. The most obvious indicator of the company’s recent success is its new position as the most valuable toymaker in the world. So how did they do it? Some of the success can be attributed to a forward-thinking business model that managed evolve the brand while honoring tradition. But mostly the new Lego is the product of lucrative licensing. Lego’s breakthrough with licensed intellectual property began in 1999 with an agreement to license Star Wars characters and vehicles. Since the closing of that deal, Lego has sold over 200 million Star Wars Lego boxes and negotiated a new deal in 2012 that will allow the company to produce Star Wars themed products until 2022.
On the heels of the Star Wars success, Lego smartly committed itself to obtaining licensing arrangements with established brand universes, including Harry Potter, Lord of the Rings, DC Comics, Marvel and Disney. The move paid off. In 2012, royalty expenses amounted to $263 million while profits reached $4 billion. Licensing intellectual property has been a backbone of the toy business for decades, so why is Lego’s model making such a huge difference to its bottom line? For starters, the screening process for determining which properties Lego licenses is incredibly detailed, and its managers turn down far more licensing opportunities than they accept. By partnering exclusively with brands of wide global appeal, Lego has been able to ensure that the quality of its own brand isn’t diluted via association. Smart property selection helps, but what really sets Lego apart from other toymakers is the way it blends licensed properties with its own style to create what are essentially new properties.
As a result, Lego’s Star Wars platform is more than mere reproductions of iconic Star Wars characters and vehicles in Lego form. It has become its own brand, Lego Star Wars. Additionally, many Lego interpretations of classic characters have assumed their own personality, and are often far different than their film or comic book counterparts. For example, the original Batman is dark and brooding, but Lego Batman is comedic and suitable for children. Lego has also been able to secure separate licensing deals from brands that are themselves fierce competitors. While Warner Brothers and Disney engage in an arms race of intellectual property acquisition to order to bring ensemble blockbusters to the big screen, Lego works behind the scenes knowing that it stands to benefit from the success of both companies. In 2015, Disney will launch Avengers 2: Age of Ultron, and Star Wars Episode VII, two of the most highly anticipated movies of all time. In the same year, WB–who distributed the Lego Movie –will launch the tentatively titled Batman v. Superman, it’s own long-gestating ensemble act featuring a slew of globally recognized comic book characters from the DC comic book universe.
With the necessary licensing agreements already in hand, Lego will be ready to capitalize on the success of all three, suggesting an even brighter future for the brightly colored building bricks. LEGO Star Wars Ewok Village 10236 16 minifigures with weapons: Luke Skywalker, Princess Leia, Han Solo, Chewbacca, C-3PO, 2 Rebel soldiers, 5 Ewoks (including Wicket, Teebo, Chief Chirpa and Logray), 2 Scout Troopers and 2 StormtroopersPacked with cool functions, including a tree-trunk hideout, secret Lightsaber stash, spider web, net traps, slide, catapults and an elevating throneSuits ages 12 + LEGO Star Wars Slave I 75060 Features a rotating cockpit and wings, opening side hatches with hidden guns and missiles, 2 rotating dual shooters, cargo hold and a display stand with data sheetIncludes 4 minifigures with weapons: Boba Fett, Bespin Guard, Stormtrooper and Han SoloWeapons include special blaster pistol for Boba Fett, blaster pistol for Bespin Guard and a blaster rifle for the StormtrooperRotate the cockpit and wings for flight and landing modePlace carbonite-imprisoned Han Solo in the cargo holdOpen the side hatches to unleash missiles
from the hidden gunShowcase the huge Slave I in upright flight on the display standAssembled dimensions: 45 L X 37W X 20H cm LEGO Star Wars Force Awakens Millennium Falcon 75105 LEGO Star Wars Force Awakens Millennium Falcon includes 6 minifigures with assorted weapons: Rey, Finn, Han Solo, Chewbacca, Tasu Leech and a Kanjiklub Gang Member, plus a BB-8 Astromech DroidLift the hull plates and check out the detailed interiorBecome a make-believe holochess master!Fire the dual spring-loaded shootersHide weapons and other cargo in the secret compartmentPretend to activate the hyperdrive and make a fast getaway!Recreate fantastic scenes from Star Wars: The Force AwakensDetailed interior includes a more detailed hyperdrive, holochess board, secret compartment, extra boxes and cables, and storage for spring-loaded shooter ammoDimensions: 47L X 32W X 14H cmSuitability 9 - 14 Years LEGO Star Wars Death Star 75159 Contains a superlaser control room, Imperial conference chamber, hangar bay with moving launch rack and detachable TIE Advanced with space for Lord Vader inside, Emperor Palpatine’s throne roomContains a Droid maintenance room, detention block, trash compactor, tractor beam, cargo area, turbo laser with spring-loaded shooters and seats for the 2 Death Star gunners, and 2 movable turbo laser towersWeapon Contents: 3 Lightsabers
, 4 blasters, 3 blaster pistols, 4 blaster rifles, 2 force pikes, 2 Force Lightning elements and a bowcasterProduct Piece Count: 4016 piecesAssembled Dimensions: 42W x 41H cmContents: 23 minifigures LEGO Star Wars Force Awakens Poe's X-Wing Fighter 75102 X-Wing Fighter features 4 spring-loaded shooters, 2 stud shooters, retractable landing gear, opening wings, opening cockpit with space for a minifigure and space behind for the BB-8 Astromech DroidContents: Poe's X-Wing Fighter, 3 minifigures with assorted weapons and accessoriesAccessories include 3 helmetsResupply with the loaderFire up the engines, retract the landing gear and launch!Recreate fantastic scenes from Star Wars: The Force AwakensThe perfect addition to any LEGO Star Wars collectionSuitability 8 -14 YearsDimensions: 37L X 32W X 11H cm LEGO Star Wars Rogue One Krennic's Imperial Shuttle 75156 Krennic's Imperial Shuttle has huge folding wings, opening front and side armored panels, opening minifigure cockpit, seating in the hold for 4 minifigures, rear ramp with storage, dual spring-loaded shooters and retractable landing skidsProduct Piece Count: 863 piecesAssembled Dimensions in flying mode: 25L x 56W 45H cmAssembled Dimensions in landing mode: 25L x 18W x 33H cmContents: Pao, Director Krennic, Bodhi Rook and 2 Imperial Death Troopers
, plus a K-2SO mini figures, include 2 blasters for the Imperial Death Troopers, Krennic's blaster, Bodhi's blaster pistol and Pao's blaster rifle and combat backpacksBatteries Not Required LEGO Star Wars Duel on Naboo 75169 Duel on Naboo has a push-activated opening laser door, a minifigure catapult function in the generator core and an opening purification chamber with removable ‘plasma’ elementWeapon Contents: A Qui-Gon's green Lightsaber, Obi-Wan's blue Lightsaber and Darth Maul's double-bladed LightsaberProduct Piece Count: 208 PiecesAssembled Dimensions: 11L x 19W x 13H cmContents: A Qui-Gon Jinn, Obi-Wan Kenobi and Darth Maul figures LEGO Star Wars Rogue One AT-ST Walker 75153 AT-ST Walker has posable legs, wheel-activated turning top section, opening cockpit and top hatch, detailed mini figure interior, dual spring-loaded shooters and elevating front gunsProduct Piece Count: 449 piecesAssembled Dimensions: 16L x 13W x 24H cmContents: An AT-ST Driver, Baze Malbus with his heavy blaster and a Rebel Trooper mini figures, a blaster pistol, blaster rifle, Baze's heavy blaster, Baze's backpack and the Rebel Trooper's helmetBatteries Not Required
LEGO Star Wars Battle on Scarif 75171 Features a hidden weapons stash, exploding floor panels, sliding bunker doors with locking function, control panel, orange crate and the secret Death Star plansTurn the handles to reveal the hidden weapons stashSneak past the exploding floor panelsTopple the tower to unlock the sliding bunker doorsGrab the plans and make off with the Empire's best-kept secretProduct Piece Count: 419 PiecesAssembled Dimensions: 22L x 25W x 10H cmContents: Jyn Erso, Cassian Andor and two Scarif Stormtroopers mini figures, 4 blasters, 2 special blasters, electrobinoculars and 3 thermal detonators LEGO Star Wars Yoda's Jedi Starfighter 75168 Starfighter has folding wings, front-and-top-opening minifigure cockpit, space for R2-D2 behind, and two laser cannons and spring-loaded shootersOpen the cockpit, load up Yoda and R2-D2, and then fly to the starsProduct Piece Count: 262 PiecesAssembled Dimensions: 15L x 18W x 7H cmContents: A Yoda minifigure and R2-D2 figure, Yoda's Lightsaber and extra shooter ammo
LEGO Star Wars StarScavenger 75147 Play out your own exciting adventures from the LEGO Star Wars: The Freemaker Adventures TV seriesStarScavenger has a configurable design with modular wings, engines and blasters, 2 spring-loaded shooters, foldout top section, and a mini scavenger vessel with salvage scoop and space for a mini figure and DroidRebuild the modular model into a variety of configurationsFront cockpit section can be separated for a speedy getawayDetach the shovel cart and set out on make-believe salvage missionsStarScavenger in alternate configuration Assembled Dimensions: 22L x 25W x 5H cmStarScavenger in closed mode Assembled Dimensions: 22L x 22W x 9H cmContents: Rowan, Kordi and Zander mini figures, R0-GR (Roger) the friendly Droid, a buzz saw, wrench, cup and macrobinocularsProduct Piece Count: 558 pieces LEGO Star Wars The Phantom 75170 Recreate exciting scenes from the Star Wars: Rebels animated TV series!The Phantom has retracting landing gear, detachable and opening minifigure cockpit, dual spring-loaded shooters, opening rear compartment with space for the included storage box, and space to attach ChopperDetach the cockpit and make an emergency escapeLower the rear hatch to access the detonator storeProduct Piece Count: 269 piecesAssembled Dimensions: 17L x 10W x 11H cmContents: Kanan and Admiral Thrawn minifigures, a Chopper droid