Lego Secures Long Term Success with Release of Lego Movie


Toys and games is one of largest industries for licensed products globally. Hasbro’s Transformers and Mattel’s Cars are influential players in licensed toys, and each brand launch coincided with a movie release. Robert Porter, Toys and Games Research Analyst, states that these franchises will eventually end, but the Lego Group has secured long-term success with the release of the Lego Movie. By placing licensed property such as Batman and Superman in the film with its main characters, Lego will not have to rely on licensed creations when selling new products.

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