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World’s leading construction toy brand kicks-off year-long celebration of
LEGO(R) STAR WARS(TM), its first licensed construction toy line.
NEW YORK, Feb. 13 /PRNewswire/ -- American International Toy Fair -- LEGO(R)
STAR WARS(TM) celebrates 10 years of global toy success in 2009. Introduced in
1999, the company’s first licensed line of building toys combines one of the
most beloved and timeless movie franchises with one of the world’s most renowned
play patterns to engage children and adult collectors alike. The collectible
building experience comes packed with authentic details, functionality,
characters and play value that continues to top sales charts and wish lists
worldwide.
A global toy phenomenon
Since its launch, LEGO STAR WARS continues to rank among the best-selling global
toy lines, with in excess of 106 million boxes sold worldwide since launch. Over
the last 10 years, more than 180 different LEGO STAR WARS products have been
released, replicating iconic scenes and starships, including more than 250
minifigures from the STAR WARS universe. Sets have depicted everything from the
feature film Saga to the animated television smash STAR WARS: The Clone Wars to
the STAR WARS: The Force Unleashed video game. Additionally, three LEGO STAR
WARS video games have changed the face of casual gaming, selling in excess of 20
million units, and are reciprocally driving desire for building toys and video
games while also bringing families together to share both forms of play.
“Our decision to begin licensing stories into the LEGO universe is perhaps one
of the best we have ever made,” said Soren Torp Laursen, president, LEGO
Systems, Inc. “LEGO STAR WARS has had an incredible impact on our global
business by creating new ways to re-invent the LEGO system of play, in driving
collectibility, retaining core users and recruiting new builders, while at the
same time capturing the imaginations of fans young and old in the STAR WARS
franchise.”
Anniversary products
To commemorate the line’s milestone, three sets inspired by the classic trilogy
feature special edition anniversary packaging. In January, Darth Vader’s TIE
Fighter builds the Sith Lord’s iconic personal starfighter, with stylized silver
details, opening cockpit and flick-firing action. In August, builders relive the
excitement of the Battle of Hoth with Echo Base, featuring the first-ever LEGO
taun taun. The Battle of Endor, complete with 12 minifigures, re-creates the
iconic moment where the Rebels assault the secret Imperial bunker with help from
the Ewoks.
Additionally, LEGO Group and Toys “R” Us invited fans to choose their favorite
of three iconic scenes from the saga to be created for the first time in LEGO
form to celebrate the anniversary. The winning model, The Home One Mon Calamari
Star Cruiser, received more than 50 per-cent of the 10,000 votes cast, and will
be available in August only at Toys “R” Us stores, LEGO Stores and the shop at
http://www.LEGO.com.
A year-long celebration
Starting in January, 10,000 exclusive, never-before-released chrome Darth Vader
minifigures were randomly inserted to 2009 novelty products.
The company will mark the anniversary in other exciting ways. Partners are on
board for several promotions, events, online activities and TV events to engage
consumers - young and young at heart - in celebrating throughout the year.
Information will be posted to http://starwars.lego.com.
Fun Facts
From 1999 to the end of 2008, a total of 106,107,779 LEGO STAR WARS products
have been sold.
In 2008, nearly 15 million LEGO STAR WARS sets were sold worldwide, equaling, on
average: 40,402 boxes per day, 1,683 boxes per hour, 28 boxes per minute, every
day, around the world.
A total of 182 LEGO STAR WARS sets have been created in the last 10 years.
The best-selling LEGO STAR WARS set is the original 7140 X-wing Fighter(TM) from
1999.
From 1999-2009, a total of 254 LEGO minifigures have been introduced to enhance
the fun and encourage creative play and collectibility within the LEGO STAR WARS
franchise.
The largest LEGO STAR WARS model ever created and sold is the Ultimate
Collector’s Millennium Falcon, featuring 5,197 pieces, launched in October,
2007.
In 2006, LEGO STAR WARS was recognized by the Toy Industry Association with a
prestigious Toy of the Year (T.O.T.Y.) Award for Best Activity Toy.
LEGO STAR WARS: The Video Game, released in 2005, sold 6.7 million units
worldwide and ranked among the top 10 video games of the year in the U.S.
In 2006, LEGO STAR WARS 2 sold 8.2 million units and received the BAFTA Award
for Best Gameplay. LEGO STAR WARS: The Complete Saga, released in 2007, sold 3.4
million units.
The LEGO Group is a privately held, family-owned company, based in Billund,
Denmark. It was founded in 1932 and today the group is one of the world’s
leading manufacturers of play materials for children. The company is committed
to the development of children’s creative and imaginative abilities through its
products, which can be purchased in more than 130 countries. Visit www.LEGO.com
LEGO and the LEGO logo are trademarks of The LEGO Group. (C) 2009 The LEGO
Group.
Lucasfilm, the Lucasfilm logo, STAR WARS(TM) and related properties are
trademarks and/or copyrights, in the United States and other countries, of
Lucasfilm Ltd. and/or its affiliates. (C) 2009 Lucasfilm Ltd. & TM. All rights
reserved. All other trademarks and trade names are properties of their
respective owners.
http://sev.prnewswire.com/entertainment/20090213/SF7049213022009-1.html
-end of report-
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