LEGO Star Wars Renewed for Ten More Years
Lucas Licensing has renewed its Star Wars deal with The LEGO Group, extending it by another 10 years. Under the renewed deal, LEGO will be able to continue producing Star Wars toys and video games, and is currently working on products based on The Old Republic.
Jill Wilfert, Vice President of Licensing and Entertainment for The LEGO Group said:
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.
Before reading this, I would have scoffed at the notion that LEGO and Star Wars had anything in common, but Wilfert makes a great point. I can’t think of any other toy of movie franchise that has survived for so long, across so many generations.