Thursday, February 16, 2006

LEGO Extends "Star Wars" Deal To 2011 ...


The LEGO Group, leaders in the 'construction toy' business, have announced 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 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."

"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.

Since its 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.

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'.

Lego Group is a privately-held, family-owned company.