Lego renews Star Wars license for ten more years
by Steve Watts, shacknews.com, Feb 13, 2012 11:45AM PST
Lucasfilm Ltd announced today that it renewed its Star Wars deal with the Lego group, ensuring more toys and video games to come in the popular line. The deal extends for the next ten years, so we should have plenty of time to see more Lego games hitting store shelves.
Since 1999, the company has produced dozens of Star Wars-themed Lego sets, along with three video games on a wide variety of platforms. It was also the first of the licensed property Lego games, which has since manifested with brands like Indiana Jones, Pirates of the Caribbean, Harry Potter, and Batman. Currently TT Games is working on Lego Batman 2.
"It is very rare to find an evergreen property that delivers growth year on year in toys, even in years without events driving box office buzz, yet Star Wars defies all odds, continually reinventing itself, and our Lego business continues to grow exponentially," said Lego VP of entertainment Jill Wilfert in the announcement. "Star Wars is a cultural phenomenon that shares many characteristics with the Lego brand - cross generational appeal, versatile story and character content, creativity and imagination - and we believe that we can continue to grow LEGO Star Wars for many years to come."