LEGO Legends of Chima to outpace Ninjago sales

"Chima will be the must-have 2013 boys toy"; marketing plans detailed.
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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.

Chima’s play theme follows a conflict between six tribes – three good (Lions, Eagles and Gorillas) and three bad (Crocodiles, Ravens and Wolves).

LEGO: 01753 495000

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