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Lucas Licensing has renewed its Star Wars deal with The LEGO Group, extending it by another 10 years.
The deal was originally secured in 1999, and was the first time the toy firm had released products based on third-party licences. It has since produced toys based on Harry Potter, Indiana Jones and Batman, as well as licensing the properties out to UK studio Traveller’s Tales for a series of hugely successful video games.
Under the renewed deal, LEGO will be able to continue producing toys and video games based on Lucas’ universe. It is currently working on products based on EA’s new MMO, Star Wars: The Old Republic.
The most recent LEGO Star Wars video game was The Clone Wars, released in March last year.
"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, yet Star Wars defies all odds, continually reinventing itself, and our LEGO business continues to grow exponentially,” said Jill Wilfert, Vice President of Licensing and Entertainment for The LEGO Group.
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.”
Derek Stothard, Senior Director for Global Toys and Hardlines at Lucas Licensing added: We are delighted to have extended our long and very successful relationship with LEGO Group. Bringing together these two iconic global brands has created something special that is enjoyed by kids, families and fans everywhere.”
