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OUR LATEST POSTS

LEGO Debuts New Dungeons & Dragons Set & Upcoming CMF line

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  • First-ever LEGO Ideas DUNGEONS & DRAGONS set, developed in partnership with Wizards of the Coast
  • Designed by 32-year-old LEGO and DUNGEONS & DRAGONS fan
  • Released as DUNGEONS & DRAGONS celebrates 50th anniversary
  • Exclusive recording of a live LEGO DUNGEONS & DRAGONS Game Night with expert players
  • Anjali Bhimani, Luis Carazo and Ginny Di will premiere on LEGO.com/DnD and DUNGEONS & DRAGONS YouTube channel

19th March 2024: Today the LEGO Group unveils the LEGO® Ideas DUNGEONS & DRAGONS: Red Dragon’s Tale set, a fan-designed brick representation of the iconic table-top game. Released in the year DUNGEONS & DRAGONS turns 50, this is the first time the LEGO Group has developed a DUNGEONS & DRAGONS set and to do so they turned to their fans to create the design, via a challenge on the LEGO Ideas platform.

Based on a brief co-developed by the Wizards of the Coast team, over 600 LEGO fans submitted DUNGEONS & DRAGONS inspired designs, but the winner was 32-year-old Lucas Bolt (known as BoltBuilds) from Amsterdam who created his version of the game in LEGO bricks. Lucas then worked closely with LEGO Design team, to develop the unique setting represented in the final set. In addition, the Wizards of the Coast team developed a bespoke adventure for the set.

The 3,745-piece set is incredibly detailed featuring a tavern with a removable roof, so you can see inside to the upper level. The set also features a dungeon and a tower. Also included are six LEGO minifigures – Orc Rogue, Gnome Fighter, Elf Wizard and Dwarf Cleric, plus brick-built monsters, such as a beholder, an owlbear and a displacer beast. Also featured is the giant Cinderhowl red dragon that builders can wrap around the tower.

The LEGO Group also turned to their fan community on the LEGO Ideas platform, giving them a chance to design the cover of the set’s building instructions. The winning design by Chris Yu features an epic battle using techniques to create depth in the image while showcasing good against evil centered around the iconic 20-sided die that’s set to determine the outcome. Chris’ design was a celebration of the game’s core values of collaboration, creativity, and adventure.

In celebration of the new set, the LEGO Group invited well-known DUNGEONS & DRAGONS players to LEGO House for an epic game night. Anjali Bhimani took the chair as the Dungeon Master and was joined by Luis Carazo and Ginny Di, as well as fan designer Lucas and LEGO Designer Jordan Scott, who all participated in an epic adventure on a very special custom-made LEGO DUNGEONS & DRAGONS table. Recorded live, fans can now watch all the action when the game premieres on LEGO.com/DnD and the DUNGEONS & DRAGONS YouTube and Twitch channels on 6th April at 09:00 PDT / 12:00 EDT / 17:00 BST / 18:00 CEST / 00:00 CST.

Fans can also get a specially created DUNGEONS & DRAGONS adventure book, created in partnership by Wizards of the Coast and the LEGO Group, to offer a completely new and unique play experience. Available for LEGO Insiders as a free digital download, or as a paperback book for 2,700 Insider points (whilst stocks last). The book is also available at D&D Beyond along with character sheets, a digital dice and more.

Commenting on his inspiration for the design, Lucas, said, “The DUNGEONS & DRAGONS theme combined with my love of history, fantasy and making games, inspired me to create a playable layout with different challenges and routes to explore. I had so much fun designing this piece, and it is a real privilege seeing my design developed into a detailed LEGO set to celebrate 50 years of the iconic game.”

In relation to bringing Lucas’ design to life, LEGO Design Manager, Jordan Scott, said “Lucas’ design perfectly captured the storytelling excitement of any DUNGEONS & DRAGONS game. Working with the Wizards of the Coast team, we were able to build on his design to co create a truly authentic DUNGEONS & DRAGONS experience full of details that will excite fans through the building process and beyond.”

“LEGO bricks and DUNGEONS & DRAGONS have been used by fans to generate stories and build adventures for so long that bringing these two creative brands together during our 50th Anniversary felt like a no-brainer,” said Dan Rawson, Global Play Lead on DUNGEONS & DRAGONS and RPGs. “With the amazing LEGO Ideas set designed by Lucas Bolt, the adventure package available on D&D Beyond, and the LEGO Minifigure series coming this fall, fans will have so many new sparks of imagination available to enjoy creating fantasy stories together with friends and family.”

The LEGO Ideas DUNGEONS & DRAGONS: Red Dragon’s Tale set is available for LEGO Insiders from 1st April 2024 via LEGO Stores and LEGO.com/DnD and for all from 4th April 2024 priced at $359.99 / €359.99 / £314.99. In addition, between 1st-7th April all purchases of the LEGO Ideas DUNGEONS & DRAGONS: Red Dragon’s Tale set will receive a LEGO DUNGEONS & DRAGONS Mimic Dice Box as a free gift.

The DUNGEONS & DRAGONS adventure book will also be available from 1st April at LEGO.com/DND and D&D Beyond (along with character sheets, a digital dice and more). The LEGO DUNGEONS & DRAGONS Minifigure series will launch in September 2024.

New DUPLO PEPPA PIG Sets Revealed

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We don’t tend to cover Duplo here as we focus more on the teen+ type sets, but Peppa Pig is a huge license for LEGO and incredibly popular. We’re sure tons of AFOLs may be sick of it, but their kids are just adoring every episode and toy available.

Regardless of your take – there’s some new parts for Duplo and figures

Billund – March 14, 2024: Today, the LEGO Group is thrilled to reveal the brand-new LEGO® DUPLO® PEPPA PIG sets in collaboration with leading toy and game company Hasbro. Inspired by everyone’s favourite pig, toddlers can immerse themselves into the colourful world of PEPPA PIG through LEGO DUPLO sets coming this summer.

This year marks the 20th anniversary of PEPPA PIG and it’s the perfect occasion for the new LEGO DUPLO PEPPA PIG sets to spark imagination and inspire fun play opportunities where toddlers can develop their fine motor skills. The new sets combine the building adventure of LEGO DUPLO play with colourful settings, iconic characters, and storytelling from the popular preschool animated series.

The four new sets offer great play experiences that inspire role-play and creativity, and like any LEGO DUPLO set, they have been thoughtfully designed with Learning through Play at the heart to provide kids with the opportunity to develop both EQ (Emotional Quotient) and IQ (Intelligence quotient) skills while playing out their stories. For instance, when roleplaying daily routines, toddlers learn to understand feelings, strengthen imagination and creativity and well as building relations, all while having fun. PEPPA PIG encourages kids to jump in together and explore the world around them and instils a powerful confidence to treat every first step as a new adventure – from the everyday to the epic.

Children ages 2+ can now bring their favourite PEPPA PIG moments to life with the new sets:

  • PEPPA PIG Garden and Tree House embraces Peppa’s joy of outdoor play. Builders can enjoy the wonders of nature, garden games and the activities that she is so fond of, role-play planting seeds and sunflowers and watering the garden with her brother George or spending time up in the tree house.
  • PEPPA PIG Boat Trip allows kids to hop onboard Grandpa Pig’s incredible sailing boat with Peppa and imagine spending the day sailing on the sea or staying onshore to build a sandcastle, look for seashells or rest under the beach umbrella.
  • PEPPA PIG Supermarket lets toddlers’ shop for all the ingredients on the list at the supermarket, pop them in the trolley, and purchase everything needed to make Peppa’s favourite cake.
  • PEPPA PIG Birthday House invites builders to the party at Peppa’s house with Peppa and her friends Suzy and Pedro. Kids can role-play unwrapping the colourful present and serve some delicious cake to guests.

We are excited to finally reveal the LEGO DUPLO PEPPA PIG sets. They have been brought to life through an incredible team effort across both brands, where our goal was to capture the essence of the playful PEPPA PIG world and offer toddlers the opportunity to re-create and role-play their favourite scenes and moments from the TV series – and in parallel support their learning and development journey through play”, says Roberta Cardazzo, Design Manager at the LEGO Group.

For two decades, PEPPA PIG has taught values of confidence, friendship and individuality to preschoolers around the world. These themes are carried through every touchpoint from the brand, from entertainment to live experiences, toys and more,” says Casey Collins, President of Licensed Consumer Products at Hasbro. “Crafted specifically for little hands, LEGO DUPLO is the perfect expansion to the world of PEPPA PIG. With these colourful sets, preschoolers build foundational skills and explore the world around them with their best friend Peppa by their side.”

But new products aren’t all that’s happening, as engaging new content and play experiences will be available for children soon.

  • The LEGO Group and Hasbro have teamed up with branded entertainment destination leader Merlin Entertainments to create unique play experiences with LEGO DUPLO PEPPA PIG play areas coming to select Merlin Entertainments attractions and theme parks. The first LEGO DUPLO PEPPA PIG play park area will open in Billund, Denmark on March 23rd at LEGOLAND® Billund. This will be followed soon after by Europe’s first standalone Peppa Pig Theme Park soon to open in Günzburg situated next to LEGOLAND® Deutschland.
  • The LEGO DUPLO PEPPA PIG app is also globally available for pre-order today. The app provides preschoolers with a fun and safe digital play experience where they can build, play, and learn on fun adventures with Peppa.

The LEGO DUPLO PEPPA PIG sets are available via LEGO Stores, www.LEGO.com/duplo and third-party retailers from June 1st and in Americas from August 1st. See the new LEGO DUPLO PEPPA PIG products here: www.LEGO.com/duplo

Merlin Entertainments LEGO DUPLO PEPPA PIG Theme Park Areas

The exciting collaboration will see PEPPA PIG come to life in LEGO DUPLO form for the very first time in LEGO products, as well as incredible attractions and rides in Merlin Entertainments theme parks. The first experiences will launch this year in Germany and Denmark, including the world’s only LEGO DUPLO PEPPA PIG area at LEGOLAND® Billund and the brand-new PEPPA PIG Park in Gunzburg in Germany, situated next to LEGOLAND® Deutschland Park.

The theme park experiences will bring to life the LEGO DUPLO PEPPA PIG sets, iconic scenes, and characters from the TV show in real-life PEPPA adventures.

START OFF BIG with LEGO DUPLO PEPPA PIG!

As DUPLO bricks are larger bricks for smaller hands, we invite families to start off big, introducing kids ages 2+ to dive into the world of LEGO DUPLO with PEPPA PIG.

Our big bricks open a world of possibilities for pre-school play that’s endless, diverse and fun.

Visit the page to see all the new LEGO DUPLO PEPPA PIG products: www.LEGO.com/duplo

LEGO Ideas Dungeons & Dragons Launch Date Revealed

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LEGO has teased the upcoming Dungeons & Dragons set or series from LEGO Ideas twice in the last week via the Tweets (eXes?) below, and it’s pretty cool. Now they’ve given us a dedicated landing page with a countdown timer.

According to the countdown timer and a bit of “math” the new product or products should drop March 19th at 10am Pacific.

It’s not yet known what the final set will look like. The original design doesn’t have some of the details we are shown in the teasers so it’ll be a bit of a surprise. The original, shown to the right, looks amazing, with a variety of classic D&D monsters featured, including that huge dragon wrapping around the castle tower and hidden within is a giant purple beholder.

The LEGO Group delivered topline growth and outpaced the market in 2023

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Hey LEGO enthusiasts! Gather ’round because we’ve got some brick-tastic news from the colorful world of BILLUND, DENMARK. The LEGO Group just dropped their 2023 earnings report, and spoiler alert: it’s a rollercoaster of awesome! Battling through a toy market slump, these brick maestros managed a jaw-dropping two percent revenue growth, hitting a cool DKK 65.9 billion. CEO Niels B. Christiansen spilled the beans, sharing how they not only survived but soared past market challenges, clocking a solid operating profit of DKK 17.1 billion. From innovative play experiences to building a sustainable future, we’ve got the inside scoop on how LEGO continues to shape a world of creativity and endless possibilities.

Highlights FY 2023 vs. FY 2022

  • Revenue was DKK 65.9 billion up 2 percent despite declining toymarket.
  • Consumer sales* grew 4 percent.
  • Outperformed the toy market and significantly grew market share globally.
  • Operating profit was DKK 17.1 billion against DKK 17.9 billion in 2022 as the company accelerated spending on strategic initiatives to support growth. Operating profit grew 7 percent in H2 vs. H2 2022.
  • Cash flow from operating activities increased 1 percent to DKK 15.4 billion.
  • 60 percent increase in spending on environmental initiatives in 2023.
Niels B. Christiansen walking near yellow beams
Niels B. Christiansen

BILLUND, DENMARK, March 12, 2024: The LEGO Group today reported earnings for the full year 2023. The company grew revenue two percent to DKK 65.9 billion despite a difficult external operating environment and significantly outpaced the toy market, growing market share. Operating profit was a solid DKK 17.1 billion as the company accelerated spending on short- and long-term strategic initiatives.

CEO Niels B. Christiansen said: “We are pleased with our performance given that 2023 was the most negative toy market in more than 15 years. We continued to grow on top of three years of extraordinary growth and saw strong momentum in the final quarter of 2023. We significantly outpaced the market, growing share and proving the appeal of our strong, diverse portfolio and the LEGO® System in Play.”

“Despite the external market conditions, we continued to invest for the future and made good progress on digital, sustainability and retail initiatives that will support long-term growth. We are grateful for our dedicated colleagues who remain committed to our mission to inspire and develop the builders of tomorrow.”

Performance overview

Revenue grew two percent to DKK 65.9 billion vs. DKK 64.6 billion in 2022, in line with expectations. Excluding the impact of foreign currency exchange rates, revenue grew three percent compared with 2022.

Consumer sales grew four percent in 2023 vs. 2022, driven by strong growth in the U.S. and Central and Eastern Europe. This was offset by a decline in China due to the challenging economic environment.

Operating profit was DKK 17.1 billion down five percent vs. 2022 due to accelerated spending on strategic initiatives and changes in foreign currency exchange rates. Excluding the effects of currency, profit was down two percent. Operating profit in the second half of 2023 grew seven percent versus the same period in 2022 due to revenue growth and increased productivity. Net profit was DKK 13.1 billion in 2023 compared to DKK 13.8 billion in prior year.

Cash flow from operating activities increased one percent to DKK 15.4 billion from DKK 15.3 billion. The company invested DKK 8.5 billion mainly in offices and new and existing factories to expand capacity to support growth, up from DKK 6.0 billion in 2022. This resulted in free cash flow of DKK 6.9 billion in 2023 against DKK 9.3 billion in 2022.

Large, diverse portfolio appealed to builders of all ages & interests

The company’s portfolio was the largest ever with 780 products designed for fans of all ages and interests. As in previous years, new products accounted for around 50 percent of the portfolio.

The LEGO Group also launched innovative new play experiences including LEGO® Fortnite®, the first release from its partnership with Epic Games which aims to develop fun and safe digital spaces for children and families. LEGO® DREAMZzz™, the company’s first new homegrown theme in five years was introduced in the second half, preceded by the global release of a content series streamed on all major platforms.

The top performing themes were a mix of homegrown and entertainment IPs and included LEGO® Icons, a range for older builders, LEGO® City and LEGO® Technic™ alongside LEGO® Star Wars™ and LEGO® Harry Potter™.

Accelerated strategic initiatives for long-term growth

  • Creating memorable experiences through retail platforms: The company continued to work to improve shopper experiences across its own and its retail partners’ channels. In 2023, the LEGO Group opened 147 new LEGO branded stores** taking the global total to 1,031. It launched LEGO® Insiders, a new membership programme to connect, reward and inspire fans.
  • Expanding global supply chain network: The LEGO Group continued to invest in expanding and upgrading its manufacturing capacity and capabilities in its factories in Hungary, Mexico, and China and building two new factories in Richmond, Virginia, U.S. and Binh Duong, Vietnam.
  • Advancing digital ambitions: The company’s team of digital experts grew by 27 percent vs. 2022 and supported new technologies to improve experiences for consumers, shoppers, retail partners and employees.

Building a sustainable future

The LEGO Group increased spending on environmental initiatives by 60 percent in 2023 vs. 2022 and by 2025 plans to have doubled its annual spend compared to 2023.

The company made further progress on efforts to make LEGO products more sustainable including introducing paper-based bags and increasing the use of more sustainable raw materials. In 2023, 18 percent of all resin purchased was certified according to mass balance principles, which translates into an estimated average of 12 percent renewable sources***. There are plans to continue to increase the amount of mass balance resin purchased in 2024.

Through social responsibility programmes, the LEGO Group impacted 9.8 million children in 2023, above its target of 8.8 million. These included its flagship Build the Change programme which engaged more than two million children around the world on environmental issues.

Niels B. Christiansen said: “We know that play provides children with skills that help them achieve their potential. We are fortunate to be in a strong financial position to invest in activities that bring learning through play to children around the world and invest for the future, so we can continue to have a positive impact on children for many generations to come.”

(*) Consumer sales are sales of LEGO products directly to consumers through stores and online compared to revenue which is a measure of sales of LEGO products to customers including retailers.

(**) Branded stores cover LEGO Brand Retail stores that are owned and operated by the LEGO Group (195 stores) as well as LEGO Certified Retail and LEGO Travel Retail stores that are owned and operated by partners (836 stores).

(***) In 2023, the LEGO Group purchased mass balance materials from suppliers who are ISCC PLUS or RSB certified. The company aims to secure ISCC PLUS certification during 2024 for its use of mass balance materials.

Certified mass balance materials purchased on the global market are a mix of renewable and non-renewable materials.

For the LEGO Group, purchasing certified mass balance raw materials helps to increase the quantity of renewable materials used in its supply chain. The company also believes that increasing demand for certified mass balance materials will stimulate the market and in the long term create a shift away from reliance on virgin fossil fuel.

LEGO Announces 3 New Super Mario Sets For August Release

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LEGO® Super Mario™ Battle with Roy at Peach’s Castle (71435)

This set features 738 pieces and will cost US folks $64.99. It’ll include a LEGO Super Mario first – a Roy figure, along with a Chain Chomp and Toad.

This Nintendo® character toy playset, which makes a great gift for girls, boys and gamers aged 7 and up, features a LEGO brick-built princess’s castle model that opens out ready for playtime adventures. It has easy-to-rebuild walls that collapse under siege, a tower, a catapult, a rotating throne and a fountain in the garden.” – LEGO.com

LEGO® Super Mario™ King Boo’s Haunted Mansion Set (71436)

Priced at $74.99 and containing 932 pieces, King Boo’s Haunted Mansion Set will also be released on August 1, 2024. This one includes 4 Super Mario figures with those being King Boo, Yellow Baby Yoshi, a Dry Bones and a Boo.

“A super gift idea for boys, girls and gamers aged 8 and up, the set features a buildable toy haunted house that opens out for easy access to playful details such as an elevating sofa and a bookcase with a key-reveal function.” – LEGO.com

LEGO® Super Mario™ The Bowser Express Train (71437)

Last up is the biggest set at 1392 pieces and priced at $119.99 in the US. The Bowser Express Train comes with 6 Super Mario figures: a Hammer Bro, Boom Boom, 2 Goombas and 2 Para-Biddybuds.

“A train locomotive with a lever-operated spinning platform and Super Star Block, passenger wagon with a removable roof and ? Block, and a cannon wagon with a spring-loaded shooter” – LEGO.com

Watch the LEGO Mar10 Day Announcement

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March 10 is the official Mar10 day – March 10 – Mar 10 – Mario! Get it?

LEGO took the opportunity to have a fun live stream that was then captured and shared on YouTube for everyone to watch.

You can read the LEGO press release here.