LEGO Chima takes over Hamleys

New LEGO brand takes up residence in window of Regent Street store until February 8th.
Publish date:

The hotly anticipated new LEGO brand - Legends of Chima - has taken over the windows at Hamleys, with the monster-size display running until February 8th.

The window display will showcase the Legends of Chima universe including two tall 2.9 metre models of Chima’s two main characters - Laval the Lion and Cragger the Crocodile.

To add further magic to the theatrical display, it will come complete with a 3D sculpt of Mount Cavora with lit waterfalls, mushrooms, surrounding rocks on a mossy mound and a lit LEGO brick built pool.

All four windows of Hamleys will be taken over by the new brand, along with a LEGO Friends display with its own two-metre character models.

LEGO Chima spokesperson, Sally-Anne Weekes commented: “Creating the biggest ever window display for the launch of the Legends of Chima in such an iconic location is a fantastic feat. From the 2.9 metre character models to the Chima universe back drop complete with waterfalls, it truly will be an amazing spectacle for shoppers this festive period.”

The brand new IP rolled out in UK stores on Boxing Day (December 26th 2012).

Following in the footsteps of Ninjago, Chima is the big bang for LEGO in 2013 and is set to top Ninjago sales by 30 per cent in 2013.

LEGO Legends of Chima is a world where six tribes of animal warriors compete in epic battles for CHI – a mystical energy source of limitless power and destruction if left in the wrong hands.

The two main animal tribe characters are former childhood friends, Laval from the Lion tribe and Cragger from the Crocodile tribe. However, they are now mortal enemies as they battle for CHI in the ultimate good against evil contest.

Want to receive up to the minute toy industry news straight to your inbox? Click here to sign up for the free ToyNews Daily Digest and Newsflash services. You can also follow ToyNews on Twitter and Facebook.


Featured Jobs


Marketing Director UK

Gameplan I Southeast of England I Salary: Competitive I Date Published Monday 7th January 2019

Rainbow logo landscape_home of classic Final

Product Manager

Rainbow Designs Ltd I Olympia, London I Salary: Competitive I Date Published Wednesday 16th January 2019