Lego extends film tie-ups with Indiana Jones deal

Lego is to produce a range of Indiana Jones-themed construction toys after striking a new deal with Hollywood film studio Lucas Film.

The deal comes ahead of the latest Indiana Jones movie launch set for next year. Lego will produce playsets based on the three previous Indiana Jones films and on next year’s new release.

The Danish toy company has revived its performance in recent years with successful ranges such as themed games based on Star Wars, another Lucas Film property.

This comes after a period of poor sales for Lego when launches such as Mindstorms failed to grab children’s attention. The focus on brand building through partnerships with gaming brands and a strong online strategy has helped boost the company’s performance.

Lego Group tripled profits last year to DKK1.4bn (£120m) from the previous year on sales of DKK7.8bn (£700m). In 2004, the company lost DKK1.1bn (£90m).

Jill Wilfert, Lego’s vice-president for partnership and alliance management says of the latest film tie-up: “The marriage of strong story, well-known characters, dynamic vehicles and action-oriented movie scenes with the classic Lego play pattern is a proven winner.”

The company is about to launch a series of promotions for its Lego City range which it says was its most successful product line last year.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here