NORTH AMERICAN INTERNATIONAL TOY FAIR, LEGO Systems, Inc. celebrates the intersection of classic construction play with digital experiences to accelerate imagination as it unveils more than 300 new building sets at this week’s American International Toy Fair. From the youngest of builders to the savviest teens, the company offers a LEGO solution for every builder of any age, building skill and interest, for any play occasion. New LEGO® BOOST and LEGO Life digital experiences inspire endless physical play potential. LEGO BrickHeadz offers a new style of mini character building catering to kids’ growing interest in collectibles. All the most popular LEGO themes, such as LEGO CITY, LEGO Friends, LEGO Star Wars™, LEGO Marvel Super Heroes, and LEGO Creator, expand with new building sets. Two major feature films starring the LEGO brand also get the building sets treatment: the recently released The LEGO® Batman Movie and the September 2017 release, The LEGO® NINJAGO Movie. New LEGO building sets are displayed at booth #1635 in Hall 3B of the Jacob K. Javits Convention Center from February 18-21.
“We inspire kids to be creative, innovative and imaginative. In today’s world, where media and technology are as much a part of the family unit as physical toys, it’s critical for us to take a thoughtful approach to extending the value of analog play to the digital space,” said Skip Kodak, senior vice president, LEGO Systems, Inc. “Our new collection gives breadth and depth, offering the classic LEGO play opportunity, plus innovative enhancements targeted to today’s generation of digital natives. Whether kids build a LEGO movie storyline at home after enjoying it at the theater, or they safely share their original creations online with a social community of peers who like to build, we provide the means by which their imaginations can be endlessly built to life.”
Younger Builders (Age 1½+) LEGO DUPLO introduces children as young as 18 months to LEGO building with blocks that are twice the size of a classic LEGO brick. Twenty-four new DUPLO sets offer classic themes like Family House and My First Number Train, along with licensed preschool propertyDC Batman. Sets range from $4.99 to $59.99.
The first step in classic LEGO brick building, LEGO Juniors provides modular pieces, such as solid walls and archways, and step-by-step instructions to help builders as young as 4 years old to gain confidence in their ability to build. Popular LEGO themes are available through the collection, including LEGO City and LEGO Friends, and DC Batman.
Classic and Themed Building (Ages 5+) LEGO Classic offers open-ended, “no instructions” building, including four new color-specific creativity boxes (blue, red, green, yellow) for $4.99 each. Every LEGO Creator set ($4.99-$69.99) provides hours of building and re-building fun with 3-in-1 models of creatures, structures and vehicles, such as new Mighty Dinosaurs, Beachside Vacation and Sunset Street Bike.
LEGO City builds the adventures of everyday heroes with detailed models and action packed scenarios. Thirty new building sets reflect themes including Police, Town, Coast Guard, Jungle and Great Vehicles, ranging from $6.99 to $119.99.
LEGO® Friends introduces over 20 new building sets featuring the girls of Heartlake City. Builder can explore hobbies, like Emma’s Photo Studio and Olivia’s Creative Lab, and new parts of the city such as Heartlake Hospital or Heartlake Sports Center. New subthemes include Show Dogs and Summer Fun, the new Snow Resort offers a lodge, ski lift and ice rink. Sets range from $4.99 to $89.99.
The LEGO NINJAGO™ saga continues with seven building sets inspired by 10 new episodes airing on Cartoon Network. Premiering in September 2017, The LEGO® NINJAGO Movie will bring the beloved ninja to the silver screen – and starting in August–new building sets based on scenes from the movie will be available.
Eight new building sets ($9.99 to $69.99) create the next chapter of LEGO Elves. Heroine Emily must rescue her sister, Sophie, from the Goblin King, as told through a Netflix series.
Five knights who “download” special powers to take on the evil Jestro return in 19 new LEGO NEXO KNIGHTS building sets, including Clay’s Falcon Fighter Blaster and Jestro’s Headquarters. The story continues in two new seasons of episodic content on Cartoon Network and a free digital gaming app, Merlok 2.0 that enhances the building fun. Sets range from $9.99 to $129.99.
Seven LEGO Speed Champions sets let builders recreate some of the fastest vehicles in the world, such as the new Mercedes-AMG GT3, Bugatti Chiron,Scuderia Ferrari SF16-H, 2016 Ford GT, 1966 Ford GT40, Ferrari FXX K, and Mercedes AMG Petronas. Sets range from $14.99 to $99.99.
Advanced builders get 13 new LEGO Technic sets this year, including 2-in-1 models like BMW R 1200 GS Adventure and Ocean Explorer, with intricate elements and features like gears, beams, pulleys, actuators and pneumatics. Sets range from $19.99 to $289.99.
Licensed Building (Ages 8+) LEGO Minecraft™ returns bringing the virtual creative building experience of the best-selling video game to life through physical LEGO brick building. Eight new sets, priced $19.99 to $109.99, allow children to create and enjoy hands-on Minecraft adventures featuring familiar characters, biomes and unique items from the game.
Licensed Building – The Walt Disney Company Eight new LEGO Disney sets feature beloved characters and movie scenes including Disney’s Frozen Anna, Elsa, and Disney Princess characters Ariel and Cinderella. Two sets feature new heroine, Moana, and her adventures, including Moana’s Ocean Voyage. Sets range from $5.99 to $79.99.
DUPLO sets for younger builders feature properties include Mickey Mouse and Minnie Mouse, Cinderella,Disney·Pixar’s upcoming Cars 3, along with LEGO Juniors sets inspired by Disney and Disney·Pixar’s Cars 3.
LEGO® MARVEL Super Heroes brings classic Marvel Avengers and upcoming films, Guardians of the Galaxy Vol. 2, Spider-Man: Homecoming and Thor: Ragnarok to LEGO building. Mighty Micros, containing a Super Hero and a villain plus their vehicles, such as Iron Man vs. Thanos. Sets range from $9.99 to $49.99.
Over 30 new building sets join the best-selling LEGO Star Wars collection. Sets are inspired by the Star Wars saga films, including Star Wars:The Force Awakens, plus Rogue One: A Star Wars Story and the STAR WARS: THE FREEMAKER ADVENTURES and Star Wars Rebels™ televisionseries. Popular characters also appear in buildable figure form with nine new sets.
BrickHeadz from the MARVEL Universe and Disney will launch March 1 for $9.99 each.
Licensed Building – Warner Bros. Consumer Products (Ages 5+) Inspired by the animated adventure The LEGO® Batman Movie,starring DC’s iconic Super Hero, a collection of 18 building sets will be available so that fans can recreate their favorite scenes from the film. Builders can help Batman save Gotham City from The Joker’s hostile takeover with sets including Batcave Break-in and Catwoman Catcycle Chase. Sets range from $15.99 to $179.99.
LEGO® DC Super Hero Girls brings the powerful and diverse roster of renowned DC Super Heroes and Super-Villains and their action-packed adventures to LEGO building. Ten building sets will feature 11 iconic characters including: Wonder Woman, Batgirl, Supergirl, Harley Quinn, Poison Ivy, Bumblebee, Flash, Eclipso, Lena Luther, Lashina and Mad Harriet. Sets are priced from $14.99 to $99.99.
LEGO® DC Comics Super Heroes returns for a sixth year with new Mighty Micros, each featuring a DC Super Hero and a DC Super-Villain and their vehicles, including Superman vs. Bizarro. Additional sets tied to theatrical releases of the highly-anticipated Wonder Woman and Justice Leaguefeature films will be revealed later this year for children to build exciting scenes form the big screen. Sets range from $9.99 to $129.99.
Collectibles (Ages 5+) Fans of all ages will be able to collect 52 never-before-seen LEGO® Minifigures™ from three new series launches, including a series focused solely on the characters from The LEGO® Batman Movie. Each blind bag includes one figure each for $3.99.
LEGO BrickHeadz introduces a new way to collect and build LEGO versions of iconic characters and Super Heroes out of classic LEGO bricks and elements. Twelve BrickHeadz, including four characters from The LEGO® Batman Movie, the MARVEL™ Universe and more, will launch March 1 for $9.99 each.
Original designs from fans continue to pour into the LEGO Ideas platform, where they can gather community support to possibly become real LEGO building sets, such as the new Adventure Time™ buildable character set ($49.99). Other designs to be announced this year.
More of the world’s most iconic landmarks and structures build to life in the expanding LEGO Architecture collection, including the Solomon R. Guggenheim Museum®, while the skylines of Chicago, London and Sydney also get a “brick-over.” Sets range from $29.99 to $79.99.
LEGO Exclusives, available through shop.LEGO.com and LEGO Stores, give skilled builders a more challenging and complex building experience, such as the new LEGO Creator Expert Assembly Square($279.99).
Build, Code, Play (Age 7+) Announced recently at Consumer Electronics Show 2017, LEGO® BOOST is a new supercharged building and coding set that lets children bring LEGO creations to life by adding sound, movement and personality. Using familiar LEGO elements and simple coding language and techniques, LEGO BOOST delivers quick success and an intuitive approach. Children are introduced to coding through a free, downloadable app for iOS and Android that contains the guidance, building instructions and coding commands to master five LEGO creations, one at a time, including Vernie the robot, Frankie the cat, a guitar, a rover and an Bot Factory. Much like building with LEGO bricks, children build behaviors and actions by linking digital coding blocks in an easy-to-understand horizontal layout. The set launches in the second half of 2017 at a suggested retail price of $159.99.
LEGO® Life (Ages 8+) Launched January 31st, LEGO® Life is a safe social network for children that inspires them to build and share their stories through the visual language of LEGO bricks. The LEGO Life app brings a social, digital experience to LEGO play allowing children to gain inspiration from each other to fuel their creative building. The LEGO Life app is free to download for iOS and Android.
About the LEGO Group The LEGO Group is a privately held, family-owned company with headquarters in Billund, Denmark, and main offices in Enfield, USA, London, UK., Shanghai, China, and Singapore. Founded in 1932 by Ole Kirk Kristiansen, and based on the iconic LEGO® brick, it is one of the world’s leading manufacturers of play materials. Guided by the company spirit: “Only the best is good enough”, the company is committed to the development of children and aims to inspire and develop the builders of tomorrow through creative play and learning. LEGO products are sold worldwide and can be virtually explored at www.LEGO.com.