Lego Star Wars is one of the top-selling brands for the LEGO Group and it’s leaving no stone unturned to celebrate the epic movie’s 25th anniversary with Lucasfilm. Star Wars has a cult-like following, with both the old and the young captivated by the space sci-fi, one-of-a-kind film.
Mike Ilacqua, head of product at The LEGO Group, says the Lego Star Wars collaboration has recorded a most remarkable 25 years with products, video games, animated content, big builds, merchandise, and more. “We want to celebrate all those years and milestones with everyone who helped us get here, but especially with the fan community as we would never be where we are today without their creativity and passion.”
Jill Wilfert, head of global entertainment partners and content at Lego, said they were creating themes. “But we weren’t always necessarily connecting those with the deeper story. And I think for us really seeing that unlock, and how it really allowed people to open up their imaginations in a different way and express their creativity in a different way, is I think what Star Wars did for us.” She added that there was a lot of trepidation at Lego prior to the Star Wars deal about doing any kind of third-party licensing. “Once we saw how well it translated and how people responded to it, it really did give us more confidence.”
Paul Southern, senior vice president at Lucasfilm franchise and licensing, said it’s been 25 years of true fan combining Lucasfilm’s expansive ‘Star Wars’ galaxy with the ingenuity of the LEGO Group. It offers fans exciting ways to recreate their favorite scenes, vehicles and characters. “With the enthusiasm of our fans to engage with the ‘Star Wars’ galaxy and express creativity through building, we look forward to continuing our legacy of fun for decades to come.”
Now, Lego and Star Wars partnership are celebrating 25 years, as well as the 25th anniversary of ‘The Phantom Menace’. As such, Lego is working on numerous special sets. Wilfert highlighted Star Wars as something that families do together. “Often, you’re first introduced to Star Wars through a parent, your parents grew up loving Star Wars, and we just see that having things in our portfolio that allow those connections and allow families to connect, we’re really seeing the relevancy of that.”
She added that with new digital products such as video games and Fortnite, Lego can engage with younger consumers. “We are trying to make sure that we are in relevant places where we know kids are occupying their time.” Southern pointed out that the Lego Star Wars brand has evolved and has become its own ecosystem. “The world of Lego Star Wars sits as a separate identity within our overall business, and that makes it very unique.
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