Following what it has billed as a successful 2019, The LEGO Group is launching a new series of play innovations for the year ahead, as it looks to ‘continue to evolve the construction toys category.’
In the run up to Christmas 2019, LEGO saw on average on product sell every second. It stands to reason that LEGO has now entered Toy Fair season buoyed by a successful Q4.
More details will be revealed over the coming months but, according to LEGO, ‘the new products will offer builders of all ages more ways to unleash their creativity whilst keeping the LEGO brick at the heart of them.’
Having retained its position as the number one toy manufacturer in the UK for the fifth year running, LEGO is following up on that success with new play innovations. Already confirmed products include a multi-player mode for LEGO Hidden Side where children can take part in thrilling challenges with players online or in the same room in two game modes, ‘Play as a Hunter’ or ‘Play as a Ghost’.
Those who already have the first product range can now upgrade their app and make use of the multi-player function too.
LEGO Hidden Side is an interactive play experience that sees kids use an AR app to hunt and catch ghosts in a special LEGO set and, having only launched in October last year, has already become one of the top five new licenses in the market for 2019.
Six new sets were launched this year: Haunted Fairground, Lighthouse of Darkness, El Fuego’s Stunt Plane, Welcome to the Hidden Side, Jack’s Beach Buggy and Newbury Subway.
Other new innovations include collectable cubes added to the LEGO Friends range, that see fans of the theme able to collect personalised cubes of their favourite LEGO Friends characters, and expanded use of the innovative Control+ app for the LEGO Technic sets including the App-Controlled Top Gear Rally Car.
New play experiences across the LEGO Group product portfolio in 2020 also include all-new elements in exciting sets for core themes including LEGO Friends and LEGO City and new sets in the brand’s LEGO DUPLO range aimed at younger builders aged 18 months-plus.
Successes for The LEGO Group in 2019 also saw it hold 21 of the Top 100 products in the toy market and it grew its market share of key IP licenses such as Spider-Man, Star Wars and Disney Frozen – with even more exciting new licenses to come in 2020 including Universal’s Trolls and Minions.
“2019 was a fantastic year for the LEGO Group, in which we launched our biggest ever global brand campaign, successfully brought a new property in to the market in LEGO Hidden Side, and finished the year once more as the number one toy manufacturer in the UK,” said Marius Lang, head of marketing UK and Ireland.
“I’m incredibly excited that we will be continuing to build on this momentum in 2020 and the selection of play innovations we have at this year’s Toy Fair is one of the strongest I have seen from us. While I can’t reveal more details right now, I’m very much looking forward to unveiling them over the coming weeks and months.”
At Toy Fair 2020, The LEGO Hidden Side Haunted Fairground has won the 2020 Toy Fair Hero Toy accolade. This haunted fairground sees kids explore, solve mysteries, hunt ghosts and battle boss ghost Tragico the Clown in an exciting digital world. And with a rollercoaster, drop ride and five Minifigures, the scene is set for imaginative role-play fun. The AR play experience is constantly enhanced through new content, characters and special events.
Furthermore, the LEGO Group will also be taking its Rebuild The World campaign in to 2020, with a continued commitment to nurture the creative skills of the next generation and inspire children to unleash their creativity.
Launched in September 2019, the company’s biggest ever global brand campaign saw the LEGO Group rebuild iconic landmarks across the UK through the eyes of children and host workshops in the UK, China and USA where they engaged children directly and challenged them to use their creativity to solve real world challenges.
The LEGO Group’s retail offering has also expanded significantly over the last 12 months, with a new look website on LEGO.com, stores opening in locations such as Marseille, Birmingham and a new flagship in Amsterdam, and exciting new exclusive product launches including LEGO Stranger Things: The Upside Down and the LEGO Ideas Treehouse set, featuring the highest number of sustainably-made LEGO elements (to date).
The LEGO Group will be showcasing products at Toy Fair UK from January 21st to 23rd at Kensington Olympia, London. Attendees will have the chance to try out the new LEGO Hidden Side multi-player products in the main arena and at The LEGO Stand.