×
You will be redirected back to your article in seconds

Lego lands ‘Hobbit’ toy license

Action figures, playsets to include new 'Rings' merchandise

Lego has found its next precious.

Warner Bros. Consumer Products has awarded the toymaker the rights to create action figures and playsets based on “The Lord of the Rings” trilogy and the two upcoming films based on “The Hobbit,” the first of which bows at the end of 2012.

The multiyear deal grants Lego access to the library of characters, settings and stories of “The Lord of the Rings,” “The Hobbit: An Unexpected Journey” and “The Hobbit: There and Back Again,” all helmed by Peter Jackson.

The first toys Lego plans to produce will hit store shelves in June, tied to “Lord of the Rings,” with new construction sets planned for the weeks leading up to the Dec. 14 bow of “An Unexpected Journey.”

“Only Lego, with their expertise in the construction category, is capable of doing justice to the incredibly imaginative environments depicted in the world of ‘The Lord of the Rings’ and the two films based on ‘The Hobbit,'” said Karen McTier, executive VP, domestic licensing and worldwide marketing, Warner Bros. Consumer Products. “These films give life to amazing worlds and characters and we are thrilled to bring fans these products that deliver an imaginative play experience befitting of these beloved properties.”

Warner Bros. has a long history with Lego.

Lego has produced toys around the studio’s “Harry Potter” franchise, the Batman and “Speed Racer” pics and now the entire DC Comics library. Lego also has tied toys to Disney’s “Pirates of the Caribbean,” “Toy Story,” “Cars” and “Prince of Persia” pics, and has long had the “Star Wars” and “Star Wars: The Clone Wars” license.

Warner Bros.’ Lego-made DC toys are also expected to hit store shelves next year, the same time Lego will also release its Marvel line, tied to Sony’s “The Amazing Spider-Man” and Disney’s “The Avengers.”

“Our collaboration with Warner Bros. Consumer Products has delivered numerous worldwide successes in the construction toy aisle, introducing us to loyal audiences who love great stories, strong characters and the toys that they inspire,” said Jill Wilfert, VP, licensing and entertainment for the Lego Group. “It’s particularly exciting to now be able to create sets based on the fantasy worlds and characters from ‘The Lord of the Rings’ trilogy and ‘The Hobbit,’ not only because we know they will foster collectability and creative play, but also because these are two properties that our fans have been asking us to create for years.”

Going after film franchises has paid off for Lego, with “Harry Potter” and “Star Wars” helping the toymaker top $1 billion in sales in the U.S. for the first time in 2010, a figure it’s confident to repeat again this year. Altogether, sales are up 106% for the fourth-largest toymaker since 2006, the company has said.

This year, shipments of Legos to stores between August and October are up more than 65%, according to Panjiva, a New York-based data firm.

More Film

  • Kiernan Shipka and Ross LynchMTV Movie

    MTV Movie & TV Awards: What You Didn't See on TV

    Many of the biggest stars in movies and television — including Dwayne “The Rock” Johnson, Jada Pinkett Smith, Kiernan Shipka, Sandra Bullock, Tessa Thompson and Brie Larson — came together to present and receive honors at the 2019 MTV Movie & TV Awards, hosted by “Shazam!” star Zachary Levi. And while non-attendees are able to enjoy [...]

  • Johnny BananasMTV Movie & TV Awards,

    'The Challenge' Veteran Crashes MTV Awards Acceptance Speech; Cut From Broadcast

    Johnny “Bananas” Devenanzio pulled a Kanye West at Saturday’s taping of the MTV Movie & TV awards when “Love & Hip Hop: Atlanta” won over “The Challenge” in the Reality Royalty category. However, viewers didn’t get to see it. Producers of the show cut out Devenanzio’s speech from Monday’s airing, after the reality star took [...]

  • Zachary LeviMTV Movie & TV Awards,

    MTV Movie & TV Awards Winners: The Complete List

    The MTV Movie & TV Awards returned to television Monday, with host Zachary Levi and a number of pop culture favorites. Dominating this year’s nominations with four apiece were front runners “Avengers: Endgame,” which took home the evening’s best movie award, and “Game of Thrones,” which won best show. The Oscar-nominated documentary “RBG” also scored [...]

  • Olivia Wilde Jon Ham Richard Jewell

    Olivia Wilde, Jon Hamm Join Clint Eastwood's 'Richard Jewell' (EXCLUSIVE)

    Olivia Wilde and Jon Hamm have joined the cast of Clint Eastwood’s already star-studded drama “Richard Jewell.” Paul Walter Hauser is set to star as the titular Jewell in Warner Bros.’ pic alongside Sam Rockwell as Jewell’s attorney and Kathy Bates as Jewell’s mother. The drama is based on Marie Brenner’s article in Vanity Fair [...]

  • Where the Wind Blows

    Hong Kong's 'Where the Wind Blows' Sidesteps Protests For China Promo

    Hong Kong film director Philip Yung and his cast were in Shanghai on Monday to promote their upcoming film “Where the Wind Blows.” They revealed new details while cautiously sidestepping — for the most part — the awkward issue of last week’s massive civil protests in Hong Kong against a controversial bill that would have [...]

More From Our Brands

Access exclusive content