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.
