LEGO says its new entertainment franchise Legends of Chima will be a hit with boys – just like the Ninjago brand is.
The firm even expects Chima sales to grow 30 per cent more in 2013 than Ninjago did in 2012.
Legends of Chima toys arrive in the UK from January 1st, 2013, and products will be priced from £5 to £70.
“We believe Chima will be the must-have toy for boys next year,” LEGO senior brand manager Sally-Ann Weekes told ToyNews.
“Legends
of Chima is more than just a new play theme; it’s a complete LEGO
entertainment franchise. Following in the footsteps of Ninjago, Chima is
the big bang for us in 2013.
“Continuing to
develop our own IPs is a key part of our evolution. Each year LEGO boys
want something new and Legends of Chima will provide this, whilst at the
same time introducing new boys to our portfolio.”
And
despite the toy giant expecting Chima sales to grow more than Ninjago
did in 2012, LEGO says there’s still plenty of life in its top-selling
Ninjago property, which launched in early 2011.
“Each
year the big bang drives a lot of growth within the LEGO portfolio and
Chima is no exception. The forecast for growth is 30 per cent versus
Ninjago this year,” added Weekes.
“The Ninjago
brand still remains one of the most successful and popular IPs to date
for us. With a new story line and products for next year, we fully
expect its success to continue next year.”
The
Chima line will include construction play-sets, social game Speedorz,
six Hero Factory-style Buildable Figures, and board games, with the
latter two arriving in August. There will also be further Speedorz
launches throughout 2013.
To support the Chima
launch, LEGO will be hosting a nine-month UK road show known as the
Chima Challenge. These events will include Chima Speedorz contests with
national league tables, pop up cinemas screening live episodes of
Legends of Chima, as well as the chance for kids to meet Chima
characters Laval and Cragger in person.
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