LEGO bringing new Dimensions to toy retailers

With brands such as Back to the Future and Wizard of Oz available through the new toys to life title, retailers are rejoicing at the potential new channels it is opening up.
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LEGO Dimensions will mark another success for the brand at retail, either through game sales or otherwise, according to UK toy retailers.

Not content with its position in the toy space alone, LEGO announced last month its intentions to follow the likes of Skylanders and Disney Infinity into the toys-to-life space.

In partnership with Warner Bros Interactive Entertainment, LEGO Dimensions merges physical brick building with interactive console gameplay, and will feature popular brands including DC Comics, The LEGO Movie, Back to the Future, The Wizard of Oz and more.

Armed with such an eclectic bag of licences, retailers believe it will open up numerous new opportunities at retail.

“My gut feeling is that this will be a success,” Stuart Grant, buying director at The Entertainer told ToyNews.“LEGO is so incredibly strong right now and the synergy between making custom models and then projecting them onto a computer game, it all makes sense to me.”

Kerrison Toys in Norwich is one of the last few indies still to stock video games, and owner Steve Kerrison believes LEGO Dimensions is a “whole new level” in the toys-to-life space.

“This will only help raise awareness of the LEGO range and make it even cooler to own,” he said. “It will open up new channels in the LEGO arsenal and bring Back to the Future and Wizard of Oz to new audiences.”

Now, with the weight of the world’s number one toy manufacturer behind the digital movement, retailers believe it could lead more brands to join the toys-to-life space.

“With the likes of Sick Brix from Spin Master on the way next year, and kids’ interaction with tablets being higher than TV, it’s logical that this will become a big part of the toy space, too,” concluded Grant.


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