Another decade of Lego Star Wars - Licensing.biz

Another decade of Lego Star Wars

Lucas Licensing renews its Star Wars deal with Lego, extending it by another ten years.
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Lucas Licensing and Lego originally teamed up in 1999 in a partnership which saw the toy maker produce its first products based on third-party licences.

Lego has since made toys for Harry Potter, Indiana Jones and Batman, as well as licensing the properties out to UK studio Traveller's Tales for a series of hugely successful video games.

Under the renewed deal, Lego will be able to continue producing toys and video games based on Lucas' universe. It is currently working on products based on EA's new MMO, Star Wars: The Old Republic.

The most recent Lego Star Wars video game was The Clone Wars, released in March last year.

"It is very rare to find an evergreen property that delivers growth year-on-year in toys, even in years without events driving box office buzz, yet Star Wars defies all odds, continually reinventing itself, and our Lego business continues to grow exponentially,” said Jill Wilfert, Vice President of Licensing and Entertainment for The Lego Group.

“Star Wars is a cultural phenomenon that shares many characteristics with the Lego brand–cross generational appeal, versatile story and character content, creativity and imagination—and we believe that we can continue to grow Lego Star Wars for many years to come.”

Derek Stothard, Senior Director for Global Toys and Hardlines at Lucas Licensing added: “We are delighted to have extended our long and very successful relationship with Lego Group. Bringing together these two iconic global brands has created something special that is enjoyed by kids, families and fans everywhere.”

[Story orginally appeared on MCV.]

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