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(BUSINESS WIRE Feb.11, 2006)
The Force is With the LEGO® Brand Until 2011
Leading Construction Toy Maker Extends License, Will Continue to Develop
Building Sets for Its Best-Selling Star Wars™ Line Through 2011
The LEGO Group, world leaders in the construction toy business, today announced
that 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 very 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. The iconic vehicles and
characters of the Star Wars galaxy lend themselves perfectly to detailed,
functional LEGO model translation for building and role-play fun.”
“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. “We’re proud to continue this phenomenal legacy.”
Since 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.
Last year, eight of the top 10 best-selling LEGO sets in North America were Star
Wars items. 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™. For more
information, visit www.LEGO.com/starwars
About The LEGO Group
The LEGO Group, a privately-held, family-owned company based in Billund,
Denmark, is one of the world’s leading manufacturers of creatively educational
play materials for children. The company is committed to the development of
children’s creative and imaginative abilities, and its employees are guided by
the motto adopted in the 1930s by founder Ole Kirk Christiansen: “Only the best
is good enough.” Visit the virtual LEGO world at www.LEGO.com
About Lucasfilm Ltd.
Lucasfilm Ltd. is one of the world’s leading film and entertainment companies.
Founded by George Lucas in 1971, it is a privately held, fully integrated
entertainment company. In addition to its motion-picture and television
production operations, the company’s global activities include Industrial Light
& Magic and Skywalker Sound, serving the digital needs of the entertainment
industry for visual-effects and audio post-production; LucasArts, a leading
developer and publisher of interactive entertainment software worldwide for
video game console systems and PC; Lucas Licensing, which manages the global
merchandising activities for Lucasfilm’s entertainment properties, and Lucasfilm
Animation. Additionally, Lucas Online creates Internet-based content for
Lucasfilm’s entertainment properties and businesses. Lucasfilm’s motion-picture
productions include five of the 20 biggest box-office hits of all time and have
received 19 Oscars and 59 Academy Award nominations. Lucasfilm’s television
projects have won 12 Emmy Awards. Lucasfilm Ltd. is headquartered in San Rafael,
Calif.
LEGO and the LEGO logo are trademarks of the LEGO Group. © 2006 The LEGO Group.
© 2006 Lucasfilm Ltd. & TM. All rights reserved. Used under authorization.
link: http://biz.yahoo.com/bw/060211/20060211005012.html?.v=1
Source: LEGO Systems
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