Lego in ‘Star Wars’ Deal with Lucasfilm
For more than 65 years, Lego has relied on the popularity of its simple plastic bricks to encourage children to build anything they could imagine. Now the Danish company is hitching its name to a star, a galaxy and the Millennium Falcon. Lego will make and sell construction toys based on the original “Star Wars” film trilogy, as well as three new “Star Wars” movies to be released over the next decade. The new line will allow kids to create such characters as Darth Vader and Luke Skywalker, as well as vehicles, settings and scenes from the movies. Lego signed a multiyear marketing agreement with Lucas Licensing Ltd., a subsidiary of Lucasfilm Ltd., the Northern California-based film and entertainment company of “Star Wars” director George Lucas. Financial terms were not disclosed. Lego, which was founded in Denmark in 1932, has never before obtained licenses to market outside products. “Star Wars” is already the best-selling toy license, with millions of dollars in revenue each year. Last fall, Hasbro Inc. and Galoob Toys won the rights to produce toys for the three new movies in a deal that analysts called the biggest toy-licensing agreement ever.