Lego
Stand B70 01753 495 000 |
www.Lego.co.uk The Lego Movie has 10 play sets mirroring characters and scenes from the movie. Each set will include mini fi gures and accessories from the fi lm. All sets will launch to coincide with the fi lm release in February 2014.
The Legends of Chima product line will continue to grow through 2014 and
Toy Fair sees the unveiling of a new pocket-money purchase collection, the Legend Beasts assortment, as well as new Speedorz sets. In addition, there will be playthemes, characters and story expansion to broaden appeal. Lego Friends has experienced a strong second year, with growth rates
signifi cantly higher than 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 playthemes include Police and Arctic, while Lego CITY Vehicles has extended the successful Great Vehicles concept to target treats and loyalty purchase opportunities. The Minifi gures range will see two launches throughout the fi rst half of 2014.
With each Minifi gure in a sealed bag, there is a surprise with each purchase, further driving frequency, repurchase and the desire to collect them all. Running into its fourth year, Lego Ninjago presents the distinct playthemes that
have made the brand so popular. Toy Fair is the platform to launch the extension of the ninja storyline into ‘Nindroid’ robot army territory. Hero Factory is showing a new assortment of mini robots, jumpers and weapons to collect. Technic caters for the slightly ‘older’ boy delivering real-life vehicles with authentic features and functions. Q1 will see more of the low price point Action Vehicles made successful in 2013. The Desert Racer and Champion Racer both use pull back motors to create a simple function and build that provide boys new to Technic with quick, achievable success. Larger models include the Container Truck and Construction Crew. For Star Wars, full marketing support is planned around the new vehicle
introductions while a targeted campaign will focus on the low price-point Micro Fighters and Battle Packs. The partnership between Lego, DC Comics and Marvel will see the unveiling of
more Batman and Spiderman lines. The Lego Super Heroes range of confl ict play theme sets offers iconic characters and scenes from both the DC and Marvel super hero universe. Building on the success of Creative Cakes, Lego Duplo is adding ice cream and picnic products to the popular range. The successful partnership with Disney Princess in 2012/2013 will also continue, with the addition of Sleeping Beauty. Lego Juniors sets have quick start elements with easy instructions to follow. All sets cross market with the Duplo and Lego sets, and include a Police Station, Batman, Princess Play Castle and Pony Farm.
HERO product
The fi rst-ever, full-length theatrical Lego movie is launching in February, the story follows Emmet, an ordinary, rules- following, perfectly average Lego minifi gure who is mistakenly identifi ed as the most extraordinary person and the key to saving the world. Lego is launching 18 sets to support the movie ranging from an RRP of £2.49 for the mini fi gures, up to £169 for the Metal Beard’s Sea Cow set. Angie Tutt, brand director
TOYWORLD TOYFAIR BANDAI ADVERTS X6
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