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Lucas Licensing Extends with LEGO

Lucas Licensing and The LEGO Group have extended the agreement for the Star Wars-branded LEGO products for another 10 years.Signed in 1999, the deal marked the first time licensed characters were incorporated into the LEGO world. Star Wars is now consider

Signed in 1999, the deal marked the first time licensed characters were incorporated into the LEGO world. Star Wars is now considered a core LEGO franchise, similar to LEGO City, and ranks among the company's global top themes. 

LEGO Star Wars has experienced significant growth over the last six years due to the property's expansion in video games, publishing, television and video content. 

"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," says Jill Wilfert, vice president of licensing and entertainment, The LEGO Group. "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."

"We are delighted to have extended our long and very successful relationship with LEGO Group," says Derek Stothard, senior director for global toys and hardlines, Lucas Licensing. "Bringing together these two iconic global brands has created something special that is enjoyed by kids, families and fans everywhere."

Back to Toy Fair 2012 Round-up

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