The Force is With the LEGO® Brand Until 2011
AMERICAN INTERNATIONAL TOY FAIR, NEW YORK (February 10, 2006) – The LEGO Group, world leaders in the construction toy business, today announced that it has reached agreement with Lucasfilm Ltd. to extend its Star Wars franchise license to 2011. Under the agreement, the LEGO Group will continue its construction toy rights to the entire Star Wars galaxy, including an all new Star Wars animated television series currently in development.
In 1999, Star Wars became the very first licensed property in the LEGO Group's portfolio and it continues to be the one of the company's best-selling properties. Since the LEGO Group translated Star Wars into the construction play pattern, the line has generated more than $1 billion in retail sales around the world.
"LEGO Star Wars has been a blockbuster success for us year after year, so we are thrilled to solidify our partnership with Lucasfilm through 2011," said Jay Bruns, director of global licensing, LEGO Group. "The evergreen appeal of Star Wars and its strong following among children and adult collectors fits perfectly with the LEGO community of builders and collectors. The iconic vehicles and characters of the Star Wars galaxy lend themselves perfectly to detailed, functional LEGO model translation for building and role-play fun."
"Putting Star Wars and LEGO together has proven to be one of the greatest examples of co-branding ever achieved," said Howard Roffman, President of Lucas Licensing. "We're proud to continue this phenomenal legacy."
Since launch in 1999, more than 125 different LEGO Star Wars sets have been developed and sold, offering replicas of more than 60 vehicles and spacecraft and LEGO minifigure versions of nearly 80 characters and droids from all six episodes.
Last year, eight of the top 10 best-selling LEGO sets in North America were Star Wars items. This year, seven new LEGO Star Wars sets join the LEGO portfolio, including: V-wing Fighter™, A-wing Fighter™, TIE Interceptor™, B-wing Fighter™, Slave I™, Jabba the Hutt's Sail Barge™ and Imperial Star Destroyer™. For more information, visit http://www.LEGO.com/starwars
About The LEGO Group
The LEGO Group, a privately-held, family-owned company based in Billund, Denmark, is one of the world's leading manufacturers of creatively educational play materials for children. The company is committed to the development of children's creative and imaginative abilities, and its employees are guided by the motto adopted in the 1930s by founder Ole Kirk Christiansen: "Only the best is good enough." Visit the virtual LEGO world at http://www.LEGO.com
About Lucasfilm Ltd.
Lucasfilm Ltd. is one of the world's leading film and entertainment companies. Founded by George Lucas in 1971, it is a privately held, fully integrated entertainment company. In addition to its motion-picture and television production operations, the company's global activities include Industrial Light & Magic and Skywalker Sound, serving the digital needs of the entertainment industry for visual-effects and audio post-production; LucasArts, a leading developer and publisher of interactive entertainment software worldwide for video game console systems and PC; Lucas Licensing, which manages the global merchandising activities for Lucasfilm's entertainment properties, and Lucasfilm Animation. Additionally, Lucas Online creates Internet-based content for Lucasfilm's entertainment properties and businesses. Lucasfilm's motion-picture productions include five of the 20 biggest box-office hits of all time and have received 19 Oscars and 59 Academy Award nominations. Lucasfilm's television projects have won 12 Emmy Awards. Lucasfilm Ltd. is headquartered in San Rafael, Calif.