148 SHOW GUIDE TOY FAIR 2012
LEGO
Following a hugely successful year for Lego with the business currently experiencing an unprecedented sales growth, the 2012 spring/summer ranges have been developed to further increase sales and drive both the construction category and growth within the business through progressive independent property introductions and the addition of exciting new licenses. Big news for 2012 is that Lego has launched a new range for girls – featuring five unique mini figure dolls, new coloured bricks and cute animals. The iconic toy manufacturer will unveil a new collection into the girls market. The Lego Friends range features five new mini figure dolls designed to be more life like and tactile, an array of animals for them to play with, accessories to decorate the sets with and six new Lego brick colours, a first in Lego history. Moving into its third year on shelves, the highly successful Minifigures range will see two unique launches throughout the first half of 2012. The number one toy product (source – NPD June 2011) is the only product offered by the company under £2 and offers characters that are unique to a particular series that have never been produced and never will be again. With each Minifigure coming in a sealed bag, there is a surprise with each purchase, further driving frequency, repurchase and the desire to collect. Standing as the number three
property in the total market year-to-date (source – NPD June 2011), Lego City spring/summer theme and product launches have been developed to
FEBRUARY 2012
maintain this position in the UK market. Classic, expandable play themes will include Forest Fire and Police; Mining; and a brand new Great Vehicles concept. For those consumers looking for fantasy-based play, new IP Lego DINO is aimed at four to seven year-old boys who have a love of dinosaurs. The top new property in the total toy market (source – NPD June 2011), Lego Ninjago will continue to offer two distinct play patterns: play theme and spinners. As the first Lego franchise to
contain a number of successful play models, 2012 will see the extension of the cool, ninja storyline. IP Hero Factory will see the addition of more characters and improved versions of favourite models. These buildable action figures empower kids to build their own heroes. Ranked fifth year-to-date in the total games market, Lego Games offers children and families the opportunity to build, change and play the games. Each board is customisable and March 2012 will see the unveiling of four new games. Kickadoo; Mini-Taurus (based on the award-winning Minotaurus); and two new games based on existing product – CITY Alarm and Star Wars The Battle of Hoth. Somewhat differentiated from the core
brands, Technic is a classic evergreen that caters for the slightly ‘older’ boy
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existing collector- base while recruiting new fans to drive sales and increase
collectability. Already
experiencing hype regarding the partnership between Lego
delivering some of the most iconic real- life vehicles with authentic features and functions. The Lego Star Wars property maintains its position as a strong, sustainable evergreen property with a current share of 59 per cent year-to-date of the licence. 2012 will see an expansion of the universe, introducing novelties and well-known redesigned best-sellers produced to support demand from an
and DC Comics and Marvel, 2012 will see the unveiling of Batman, Superman, Spider-man and The Avengers lines. Lego Super Heroes is a brand new range of conflict play theme sets and buildable action figures that offer iconic characters and scenes from both the DC and Marvel super hero universe. Each of the play theme sets contains unique minifigures to drive collectability and and a Lego comic book. A selection of products will be launched between January-April 2012 pre- empting the theatrical releases of both The Avengers and Batman The Dark Knight Returns. January will see the launch of a Lego DUPLO first, the pink brick. Based on
requests from consumers Lego DUPLO will be launching a tub of pink bricks, complete with bunny rabbits. There will also be additional skus in this collection, one of which encourages role play through baking, giving girls a new way to play. Also new in 2012 a brand new offering, designed to promote shape sorting as well as teaching little ones the importance of tiding away.
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