Hasbro may have ranked tops among toymakers last summer, packing store shelves with “Transformers” product, but this year Lego could win the Hollywood tie-in award with playsets based on no less than six high-profile properties.
It’s locked up licenses to Warner Bros.’ “Speed Racer,” as well as Lucasfilm and Par’s “Indiana Jones and the Crystal Skull” pics. Toy sets based on Indiana Jones are already in stores.
That’s in addition to WB’s “Batman” and “Harry Potter” and Nickelodeon’s “SpongeBob Squarepants,” as well as Lucasfilm’s “Star Wars” franchise, for which it’s been producing toys since 1999.
Even without new “Star Wars” films, the toy line continues to grow. Much of that can be attributed to spinoffs such as vidgames. Lego has sold an estimated 15 million “Star Wars” games to date.
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Games are also planned for “Indiana Jones” and “Batman.” Though Hasbro won’t tie-in with “The Dark Knight” given the pic’s edgier nature, it will instead focus on Batman and his overall world, says Jill Wilfert, VP of licensing and entertainment for Lego.
“We’re looking for things that have global relevance,” she says, noting that properties must also appeal to the company’s target aud of 6- to 12-year-old boys. “We’re not going to be out there taking every property. There are a lot of great properties, but they don’t lend themselves to a Lego experience.”