LEGO: 2009 lines revealed

Lego has unveiled its first half product line-up for next year, lead by new line Power Miners.
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Launching in January, Power Miners will have year-round marketing support including a full PR campaign focused on the childrens’ press, online marketing, Lego Club campaign and in-store promotions.

Power Miners features a team of miners that dig into the Earth’s crust and encounter half-rock/half-crystal monsters. The range features collectible vehicles and mini-figures and monsters.

Elsewhere, the new Bionicle theme is Glatorian, with six ‘tribes’ based on different elements (fire, water, ice, rock, jungle and earth). The new line features a shootout action game to encourages social play. The range launches in January. Also added to the line-up are six smaller Bionicle figures, designed as an impulse purchase.

The Indiana Jones range continues with two new sets based on classic film sequences – Fight on the Flying Wing and Shanghai Chase.

Lego Star Wars additions include the Republic Attack Shuttle, Darth Vader’s TIE Fighter and Clone Walker Battle Pack.

A new feature for the Racers line-up are unfolding racetracks which are built into the packaging. There are four major themes in the Tiny Turbos line – Formula 1, Stock Car, Rally and Desert racing. New pull-back Power Racers include Ferrari Victory, Monster Jumper, Extreme Wheelie, Blue Sprinter and Race Rig.

Lego City Power items feature a bulldozer, Construction Site set, Front-End Loader and Dump Truck while Lego City Farm includes a Tractor, 4WD with Horse Trailer, Combine Harvester and top of the range Farm set.

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2009 is banner year for Lego

Marketing its way out of any demand problems has seen Lego have a banner year, with UK sales exceeding its expectations. Demand continues to outstrip supply in certain quarters and next year?s range points to more success. Ronnie Dungan spoke to UK MD Marko Ilincic about how 2009 fitted together?

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