Lucas Licensing, the licensing arm of Lucasfilms, has renewed its lucrative Star Wars deal with The LEGO Group. The deal extends LEGO's popular toy line for another ten years. LEGO secured the original deal way back in 1999. The deal helped LEGO create the first product based on a third-party license. Since that time, LEGO has created toys based on such as popular franchises Harry Potter, Indiana Jones and Batman.
This renewal allows LEGO to create toys and video games based on Lucas' universe. It is currently working on toys based on EA's new MMO, Star Wars: The Old Republic.
"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.”