The licensing deal that saw Lucasfilm's cherished Star Wars characters appearing in nifty construction toy sets for the past 12 years was renewed. LEGO Group and Lucasfilm Ltd. announced on Tuesday that the best-selling LEGO Star Wars line, which has continued to grow "on the strength of strength of core construction toy development and expansion to video games, publishing, television and video content" is set to keep going for at least another 10 years.
"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."
According to the companies, LEGO Star Wars continues to rank among the best-selling global toy lines, selling more than 200 million boxes worldwide since its launch in 1999.
The LEGO Group was founded in 1932; it is a privately held, family-owned company, based in Billund, Denmark.
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