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SHOW GUIDE MY TOY FAIR


EMMA OWEN PR & Promotions Manager, LEGO


How many Toy Fairs have you been to? 2014 will be my fourth.


Favourite part?


Meeting journalists and customers that have supported us over the past 12 months and seeing their reactions when we show them the new ranges.


Worst part?


That’s a tricky one as it is an amazing whirlwind of three days – so I would probably say it was not enough time to spend with each journalist.


Best Toy Fair memory? Possibly the celebrity interest we received at the 2013 show.


LEGO


THE LEGO GROUP experienced a 13 per cent revenue increase in 2013, supported by new product innovation and lines such as LEGO Legends of Chima and LEGO Friends. Perhaps the most highly anticipated range showing at Toy Fair is The LEGO Movie collection. The first ever LEGO theatrical release, it has ten play-sets mirroring characters and scenes from the movie. Covering a range of different price points, each set will include mini figures and accessories from the film. All sets will launch to coincide with the movie release in February. The line for LEGO Legends of Chima will continue to grow through 2014, with Toy Fair seeing the unveiling of a new pocket money collection – the Legend Beasts assortment – as well as new Speedorz sets that can be combined to make larger play scenarios. There will be play themes, characters and story expansion to broaden appeal. LEGO Friends has experienced


170 January/February


a strong second year, with growth rates significantly higher then the company average. Toy Fair will demonstrate the brand’s move into new environments to expand the Heartlake CITY universe with a combination of animals and country lifestyle. LEGO CITY 2014 themes and product launches have been developed to maintain a key position in the UK market. Classic, expandable play themes include Police and Arctic, while LEGO CITY vehicles has extended the successful Great Vehicles concept to target treats and loyalty purchase opportunities. Moving into its fifth year on


shelves, the Minifigures range will see two unique launches throughout the first half of the year, while a new ‘Nindroid’


robot army storyline will be introduced for LEGO Ninjago. New mini robots, jumpers and


weapons will be showcased for Hero Factory, while Q1 will see more of the low price point action vehicles unveiled for Technic. The Desert Racer and Champion Racer both use pull back motors, while larger models include the Container Truck and Construction Crew. Moving into


licensing, and full marketing support is planned for LEGO Star Wars around the


new vehicle introductions. A campaign will also focus on the low price point Micro Fighters and Battle Packs – particularly impressive is the AT-AP. Further Batman and Spider-man lines will also be unveiled as part of the continuing partnership with DC Comics and Marvel. The LEGO Super Heroes range of conflict play theme sets offers iconic characters and


scenes from both the DC and Marvel super hero universe. Each of the sets contain unique minifigures, while within each of the larger DC play theme sets is a LEGO comic book. A selection of products will be launched between January and March, pre-empting the theatrical release of Spider- man 2and complementing associated content during cartoon season. Finally, into pre-school and


LEGO Duplo will build on the success of Creative Cakes, launching ice cream and picnic products to the range. The partnership with Disney Princess will also continue with the addition of Sleeping Beauty. LEGO Juniors is a new launch


for 2014, bridging the gap between LEGO Duplo and LEGO sets. Tailor made for young builders aged between four and seven, the sets have quick start elements with easy instructions to follow. Sets include a Police Station, Batman, Princess Play Castle and Pony Farm. 01753 495000


www.toynews-online.biz


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