How Hollywood Tie-Ins Saved Lego

Posted by ScuttleMonkey on Monday September 7, 2009 @08:11AM from the need-more-massive-lego-sets dept.

MBCook writes "The New York Times published an article on Saturday profiling Lego, and how tie-ins with movies have helped save the company. 'Even as other toymakers struggle, this Danish maker of toy bricks is enjoying double-digit sales gains and swelling earnings. In recent years, Lego has increasingly focused on toys that many parents wouldn't recognize from their own childhood. Hollywood themes are commanding more shelf space, a far cry from the idealistic, purely imagination-oriented play that drove Lego for years and was as much a religion as a business strategy in Billund.' The article also mentions coming Lego Stores, a Lego board game, how Lego now allows sets with violence (like a gun for Indiana Jones), and how since 2004 Lego has cut part count nearly in half by encouraging re-use of parts and stopping one-off pieces."

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FIRST! by Anonymous Coward · 2009-09-07 08:15 · Score: -1, Offtopic

YA YA YA FIRST
Legoland California by arh9623 · 2009-09-07 08:26 · Score: -1, Offtopic

I'll be at Legoland California in a week or so, for my honeymoon. Does anyone know of anything that can't be missed? Are there any models or kits exclusive to the park?
Re:Lego Star Wars by Anonymous Coward · 2009-09-07 09:04 · Score: -1, Offtopic

My kids continue to go back to their Lego collection to play with long after the novelty of the latest toy that they've received for their birthday\Xmas\whatever has worn off.
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