LEGO Dimensions performing "incredibly well" with toy retailers

Billy Langsworthy

By Billy Langsworthy

March 4th 2016 at 3:26PM
UPDATED March 4th 2016 at 3:28PM
LEGO Dimensions performing

As part of the whole toys-to-life UK market in Q4 2015, the video game had 52.8 per cent value share.

LEGO Dimensions has been performing better than expected in toy retailers big and small, Warner Bros has told ToyNews.

The game, which launched in September 2015, merges physical LEGO brick building with interactive console gameplay starring characters from the likes of DC Comics, The LEGO Movie and Back to the Future.

LEGO Dimensions’ week one sales topped the debuts made last year by Disney Infinity 3.0 and Skylanders Superchargers in the video game sector, and Warner has now revealed that toy retailers have also enjoyed a great deal of success with the property from LEGO.

“As part of the whole toys-to-life UK market in Q4 2015, including accessories, we had 52.8 per cent value share,” Spencer Crossley, sales and marketing director, WBIE UK, told ToyNews.

“Due to our commercially and critically acclaimed range of LEGO video games, we’ve always had a strong software presence in specialist toy partners such as Smyths Toys and Toys R Us. LEGO Dimensions has performed incredibly well in these chains and, along with independent outlets, is over-indexing.”

For 2016, Warner is all set to ensure LEGO Dimensions will “play a leading role in the toys-to-life category.”
“This year for us is all about capitalising and building on the tremendous success of our LEGO Dimensions launch in 2015,” continued Crossley.

“With the innovation and creativity LEGO Dimensions brings to the market, coupled with an unrivalled accessories line-up, the franchise will continue to play a leading role in the toys-to-life category.

“With unparalleled marketing support from Warner Bros. Interactive Entertainment, the long-term commercial potential of LEGO Dimensions is simply second to none. We have launched a brand new franchise to fans and it really has a tremendously exciting future.”

According to GfK Entertainment, the toys-to-life category was worth £129 million in 2015 with LEGO Dimensions the primary driver and Warner feels the game can help grow the category even more this year.

“The amazing relationship between LEGO and Warner Bros. is visionary and will inject more energy into an already exciting category,” added Crossley.

“Even though LEGO Dimensions only launched towards the end of last year, our franchise has already grown the UK market considerably and with our committed line-up of expansion content through 2016 and beyond, the category will continue to grow from strength to strength in the toy space.”