LEGO looks to build on Minecraft success with new sets

Firm reached out to fans of the game during the development of the six new sets.
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Six new LEGO Minecraft sets are launching this month, and LEGO is sure the ‘perfect match’ of the two companies will bring more success.

The new sets, featuring locations inspired by the hit game, includes Mine and Dragon Edge scenarios.

“On November 1st 2014, the LEGO Group will be releasing six new Minecraft sets, propelling the traditional LEGO enthusiast into the world of Minecraft,” said Angie Tutt, brand director, LEGO.

“The Minecraft community is similar to our own – both communities engage and share their experiences online, while creating a supportive network of enthusiasts who love their respective brands and what they stand for.

“We feel that this partnership with Mojang is a perfect match – Minecraft is the ideal platform for which we can extend traditional and non-traditional play, making a safe go-to product that both parents and children can enjoy.”

The toy firm has gone to extreme lengths to ensure the new sets go down well with Minecraft fans, even reaching out to the expansive community to get their thoughts during the development of the new LEGO range.

 “In order to capture the Minecraft community’s detailed knowledge and enthusiasm, we felt it was vital to reach out to them during the development process,” added Tutt.

“These six sets are a result of this collaboration – we are extremely proud of this co-creation and hope that the Minecraft community are as excited as we are come launch day.

 “We look forward to developing this partnership next year so both LEGO and Minecraft fans should watch this space.”

The launch of the new Minecraft sets comes at a great time for the brand, with nearly 54 million copies of the game sold across all platforms, a movie in the works and a blossoming licensing programme spanning action figures, craft, plush, posters and books.

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