MCV looks at Warner Bros' latest LEGO title.
LEGO The Hobbit is in stores now for PS4, Xbox One, Wii U, PS3, Xbox 360, 3DS and PlayStation Vita.
Warner Bros’ popular series of LEGO games is back, this time with The Hobbit movies receiving a plastic brick makeover.
The title covers the first two films in the trilogy. Given the popularity of the movies and TT’s LEGO titles, this is sure to be a hit.
All the main characters from the movies are available to play as, including Bilbo, Gandalf and the 13 dwarves. Each character has a unique ability such as one using its belly as a trampoline.
Players can also mix character abilities. This results in unique combinations.
The building system has been revamped, too. It now requires gamers to collect specific items within an area to allow them to build new objects. Fans can mine for gems and craft magic objects, too.
Warner is pushing its latest LEGO game across TV shows targeting kids, housewives and 18 to 34 year old males.
Online the publisher will have pre-roll trailers on kids, gaming and sci-fi content. There will also be newsletters, takeovers and banners on gaming web portals.
Warner will be promoting the game alongside the DVD release of The Desolation of Smaug. A trailer for the title will appear on this home release.
Furthermore, the game will be advertised with call-outs on LEGO The Hobbit toys.
In print, there has been a huge press campaign across games, kids and family media. This has included front covers on kids lifestyle magazines.
The title is set to have a strong presence in-store to push pre-orders. This will include point of sale materials and window and stockholding displays.
This is the next great title from TT Games, following the hugely successful LEGO Marvel Super Heroes and The LEGO Movie Videogame.
There is increased interest in LEGO [and Tolkien] products and games following the amazing success of films such as, The Lord of the Rings Trilogy, The Hobbit films and more recently The LEGO Movie, which has been reflected in the strong sales across the entire LEGO games catalogue – with nine titles entering and re-entering the UK Top 40 All Formats Charts.
There will also be increased awareness for The Hobbit brand driven by the home video release of The Desolation of Smaug, which will be accompanied by a large scale marketing campaign. This offers an opportunity for retailers to draft off or stock alongside.