A Maverick in the Making A Maverick in the Making A Candid Talk with Scratch Film Master Steven Woloshen A Candid Talk with Scratch Film Master Steven Woloshen Marcy Page Leaves Her Mark on the NFBSo 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.The best Lego sets aren't just the ones that will make your kids squeal with delight once they see the box. The true mark is how they put it together and how long they enjoy it once the initial building is done. Most sets give a blueprint with simple, step-by-step instructions. While some kids follow these instructions to the letter, others see them as guidelines and free-build their way to something completely unique."
The beauty of Lego is that you can do both: you can slavishly follow the set instructions, one step at a time, or you can chuck them aside and create something entirely new," says Dr. Jon Sutton, a Lego enthusiast and the managing editor of "The Psychologist" for the British Psychological Society. "Some people bemoan the fact that the sets [are] more about building the latest movie tie-in than it used to be. I'm not sure I agree: it's good for kids to have the opportunity to do both set and free-building, and in my experience they do. And when I see how my boys play with Lego -- together, constructively, literally building on each other's ideas -- it makes all the money I've spent on Legos feel worthwhile!"While the branded sets come and go based on popularity of movies and licensed characters, the best ones are the free-building sets that keep kids and adults coming back, according to Karen Nolan, who handles public relations for Lego. "Lego City, Lego Friends, Lego Star Wars, Lego Duplo and Lego Classic have been some of our best sellers this year -- in fact, year over year."
Pick up some of those top toys, or try one of these best Lego sets for kids:1) Lego Juniors Fire SuitcaseThe Lego Juniors Fire Suitcase is a great carrying case for fun with vehicles and mini figures on the go.2) Lego Juniors Pirate Treasure Hunt SetKids get a quick start and lots of imaginative play options with the Lego Juniors Pirate Treasure Hunt Set.3) Lego Classic Medium Creative Brick BoxStart your kids' collection with the 484 assorted pieces, a storage box and building ideas found in the Lego Classic Medium Creative Brick Box.4) Lego Education Community Mini FiguresCreated for the school setting, the Lego Education Community Mini Figures set satisfies even the most Lego-obsessed kid out there, letting them build their own people to populate all of their worlds.5) Lego Education Vehicles SetStart at the beginning with all the transportation vehicles your children can imagine in this 934-piece Lego Education Vehicles Set. At just over $100, the price tag seems hefty but you'll never have to buy a Lego City set again.6) Lego Friends Heartlake Shopping MallA complete experience for hours of building and pretend play, the Lego Friends Heartlake Shopping Mall is perfect for a kid who's into shopping.7) Lego City Camper VanImagination and adventure await with the Lego City Camper Van
, which also comes with a canoe.8) Lego Magikus Board GameBuild and play the best Lego Magikus Board Game, which also happens to be magic-themed.9) Lego Superheroes Batman: Man-Bat AttackEvery Batman fan needs a Batcopter and Batman figure. The Lego Superheroes Batman: Man-Bat Attack comes complete with villains and a crisis scenario.10) Lego Creator Treehouse 3-in-1Treehouse, lakeside hut, farmyard barn -- let the kids decide with the Lego Creator Treehouse 3-in-1.11) Lego Creator Power MechThe Lego Creator Power Mech features 3-in-1 transformation from a giant robot to a helicopter and a pickup truck.12) Lego Superheroes Knowhere Escape Building SetKids dig deep into "Guardians of the Galaxy" with the Lego Superheroes Knowhere Escape Building Set. It includes a trap door, catapult, poseable figures and lots of weaponry.13) Lego Star Wars AT-AT SetFans of Star Wars will love creating their own interactive armored snow vehicle, complete with weapons and snow troopers, in the Lego Star Wars AT-AT set.14) Lego Mindstorms Robotics Invention SystemThe hefty cost prices this amazing programmable Lego Mindstorms Robotics Invention System kit off the mass market but it pops up in schools and organizations for an introduction to robotics.15) Lego Master Builder Academy