TT Games’ licensed LEGO games have been huge sellers for retail over the last few years. In fact, most of them have been even more successful than your typical movie tie-in.
The likes of Star Wars, Harry Potter, Indiana Jones and Batman are much-loved family franchises with storylines, characters and settings easily adaptable to the brick-building world of LEGO.
The same can be said for Pirates of the Caribbean. Disney’s adventure movie franchise has thrilled audiences with its swashbuckling action, ship commandeering and the charms of Captain Jack Sparrow – played by Johnny Depp – all of which has helped amass Box Office revenues of over $2.5bn.
Pirates presents a perfect new brand for TT Games’ range of LEGO titles, and arrives ahead of the new Pirates of the Caribbean: On Stranger Tides film, which hits cinemas on May 18th. Previous Pirates of the Caribbean games have sold over 6m units globally.
“LEGO Pirates of the Caribbean will recreate the action, adventure and memorable moments of the Pirates of the Caribbean mythology,” says Disney’s product manager Jeff Suter.
“The humour that runs throughout the films complements the humour that is part of every LEGO game, and of course there are the movie characters that make brilliant LEGO figures such as Captain Jack Sparrow and Davey Jones.”
Players can take control of more than 70 characters and relive famous scenes from the films. They can take part in swordfights and explore underwater worlds. The 3DS version of the game even lets users take part in StreetPass duels to earn coins and experience points to unlock moves and characters.
The June issue of Club LEGO will feature lots of coverage on the LEGO Pirates of the Caribbean, while promotions will also run in News of the World, The Sun, OXM, ONM and Beano
Activity will appear on Facebook, Google, MSN, IGN, YouTube and various kids gaming sites in order to target children and families. Trailers will reveal details on the film as well as the video game.
Ads will run for four weeks on terrestrial TV and video-on-demand services during half-term and beyond. Two weeks of cinema activity is also planned with more TV ads scheduled throughout 2011
An outdoor campaign will run for several weeks with giant posters in malls and POS materials in retail. A number of bespoke digital sites will also allow Disney to showcase the game’s look.