"The Force" Remains With The LEGO Group
- World's leading construction toy manufacturer renews deal to solidify LEGO® Star Wars™ franchise development -
BILLUND, Denmark, Feb. 13, 2012 -- The LEGO Group and Lucasfilm Ltd. today announced renewal of the Star Wars™ licensing deal that, 12 years ago, transformed a construction toy theme into a global entertainment property with strong cross-generational, multi-platform appeal. Fans can look forward to LEGO® Star Wars product and content development for the next 10 years, according to the terms of the deal.
The LEGO Group first acquired the rights to manufacture LEGO toys based on the Star Wars universe in 1999, marking the first time in its global history that the world's leading construction toy manufacturer would represent someone else's story and characters in the LEGO world. What was once considered a licensed novelty is now considered a core LEGO franchise, similar to LEGO CITY, and ranks among the company's global top themes.