Lucas Licensing and The LEGO Group have come to an agreement to renew the Star Wars deal made thirteen years ago for another decade, which means that for the next ten years, we’ll be seeing these companies feed off of each other’s success in the form of toys and videogames.
“It is very rare to find an evergreen property that delivers growth year-on-year in toys, even in years without events driving box office buzz,” said VP of Licensing and Entertainment for The LEGO Group Jill Wilfert. “Yet Star Wars defies all odds, continually reinventing itself, and our LEGO business continues to grow exponentially.”
Added Wilfert, “Star Wars is a cultural phenomenon that shares many characteristics with the LEGO brand–cross generational appeal, versatile story and character content, creativity and imagination—and we believe that we can continue to grow LEGO Star Wars for many years to come.”
LEGO is currently working on products based on the Star Wars: The Old Republic MMO developed and published by BioWare and EA, respectively.