Star Wars license discussion

[KimT]

If the licence ends, would it only mean no new sets are created? Or does it also mean the right to sell existing sets is revoked?

Cause otherwise Lego could sell all past and existing sets as classics for years on end ;)

(that would piss of some hardcore collectors I guess)

Think it over and then ask yourself this question once more

What do you think?

[MaxGoof]

If the licence ends, would it only mean no new sets are created? Or does it also mean the right to sell existing sets is revoked?

Cause otherwise Lego could sell all past and existing sets as classics for years on end ;)

(that would piss of some hardcore collectors I guess)

Nope, licenses don't work that way. That would be AWESOME for Lego if it did work that way, but no. Legally, you have a set period of time (usually a couple months) in which to liquidate ALL of your old stock after a license expires, otherwise it has to be destroyed.

[lightningtiger]

Here's some food for thought, Ben 10 Alien Force is a Cartoon Network series and is now as we all know a Lego product. Star Wars - The Clone Wars is a Cartoon Network series and is right now a Lego product. Do the math - even if Lucasarts pulls the pin, Time-Warner (Cartoon Network) might continue it along for the full 100 episodes.

[DashIngG]

I think Cartoon Network is bound by their own Lucasarts licence, which probably doesn't include Lego Sets.

But that was probably too serious an answer considering the smiley

Think it over and then ask yourself this question once more

What do you think?

Well the last remark was just wishfull thinking, but some licences (not Lego's probably) are only based on designs and not the right to sell.

Edited January 13, 2010 by DashIngG

[Big Cam]

Here's some food for thought, Ben 10 Alien Force is a Cartoon Network series and is now as we all know a Lego product. Star Wars - The Clone Wars is a Cartoon Network series and is right now a Lego product. Do the math - even if Lucasarts pulls the pin, Time-Warner (Cartoon Network) might continue it along for the full 100 episodes.

I'm pretty sure LucasArts has some say in that. unless your referring to only Clone Wars sets after 2011. i could see that happening.

[BlueDragonZ]

Don't think they will end it. Lego will try hard to keep the contract as its a great way to get $ from us fans. Of course, prices will all increase again. Imgine battle packs for $20...

[Big Cam]

Don't think they will end it. Lego will try hard to keep the contract as its a great way to get $ from us fans. Of course, prices will all increase again. Imgine battle packs for $20...

Now that just hurts my feel goods.

I agree though, with the CW cartoon, there is no reason to stop, I think LEGO will see that, adn Lucasarts like money too, so it should be a no brainer.

[lightningtiger]

If my memory serves right, Lego's best selling line in the U.S.A. is Star Wars ! So 'Big Cam' is right in saying 'no brainer', it's a mega-cash-cow for Lego, Lucas-Arts and even Time-Warner (Cartoon Network), not to forget the likes of News Corp. (Fox Studios) and even Haspro.

Why fix something when it's not broken, right ?

[Svelte]

Maybe the price hikes in 2010 are a bargaining chip, so when overall sales decline due to the madness of trying to sell 170 piece sets for 30GBP or $60AUD or whatever, LEGO can go to Lucasarts and say 'Well, it looks like the best days are over for this license. Maybe you should reduce your cut?'

[Delta 38]

Don't think they will end it. Lego will try hard to keep the contract as its a great way to get $ from us fans. Of course, prices will all increase again. Imgine battle packs for $20...

There are $20, actually. That's in Australian dollars, here in Australia. =P

I hope they will at least renew it for a few more years. I only seriously started collecting a few years back, and I still want more Clone Troopers/Stormtroopers before the line ends.

[Big Cam]

Maybe the price hikes in 2010 are a bargaining chip, so when overall sales decline due to the madness of trying to sell 170 piece sets for 30GBP or $60AUD or whatever, LEGO can go to Lucasarts and say 'Well, it looks like the best days are over for this license. Maybe you should reduce your cut?'

Do you really think Lucasarts is getting that much??

[meat1980]

I attended the Bricks by the Bay Convention yesterday where Mads Nipper (Executive Vice President of Marketing and Products) gave the keynote address. During the Q/A he said just this past Friday he and Lucasfilem agreed to continue with the license past 2011.

This shouldnt be much of a shock to most people as Lego has been very succesful with this line.

[RileyC]

I attended the Bricks by the Bay Convention yesterday where Mads Nipper (Executive Vice President of Marketing and Products) gave the keynote address. During the Q/A he said just this past Friday he and Lucasfilem agreed to continue with the license past 2011.

This shouldnt be much of a shock to most people as Lego has been very succesful with this line.

Great news even though it was kinda expected. I wonder how far past 2011 they are planning to go?

[lightningtiger]

Well I say till both Clone Wars and the 30th anversary of Return Of The Jedi have finished - then maybe it will end, but tby then we'll head to the 40th of a New Hope, man it may never end ?

That will be okay by me !

I'm a conformist! !

[CMP]

I'm pretty sure I saw somewhere it's scheduled to go on until 2014, but I bet if it does, it will still get renewed.

[afosl]

The Licence gets renewed every 4 years, doesn't it? This next renewal will take it up to 2015. Unless something new comes through from Lucasfilm in that time, I think the licence could end there.

Edited April 11, 2010 by afosl

[sologuy369]

Before I say the day (April 1st), I saw jummbled up minifigs . Padme with Yavin? Qui-gon with imperial shuttle? YIKES!

[Vexxion]

Personally? I think they should end the license with Lucasarts. Although, I don't think the license will end.

[CMP]

Personally? I think they should end the license with Lucasarts.

Not the smartest thing to say in the middle of a forum of Star Wars fans.

Edited April 11, 2010 by CallMePie

[gunm]

The line makes so much money, it's hard to imagine the partnership ending any time soon.

[pedro]

Star Wars merchandising is an incredibly lucrative long-term investment for both Lucas and LEGO and I can't see either party ever wanting to abandon it.

33 years and ongoing of Star Wars merchandising will tell you that this theme is not likely to end even in 2015. LEGO and Lucas market their products generally to the young and to the parents who buy for their young. Every year sees new consumers of LEGO, Star Wars and LSW products and this will continue ad infinitum as long as both parties continue to invent new products to sell to their target customer base. By 2015 there will be thousands upon thousands more LEGO and Star Wars fans looking for the next big set, figure, etc. to buy or for Mum and Dad to buy.

As far as original material, every series of the Clone Wars holds more and more characters and ships that will see more and more toys and LEGO being produced based on these. By 2015, its highly likely there will be even more Star Wars spin-offs and subject matter to work from to cater for the continual influx of new LEGO and Star Wars consumers.

Maybe the price hikes in 2010 are a bargaining chip, so when overall sales decline due to the madness of trying to sell 170 piece sets for 30GBP or $60AUD or whatever, LEGO can go to Lucasarts and say 'Well, it looks like the best days are over for this license. Maybe you should reduce your cut?'

It's a funny thought... but joke aside they are in this together for mutual benefit. For me the price-hikes are getting a bit excessive. But as above there will always be customers for LSW. The price will be irrelevant to them as they'll have no prior knowledge of it formerly being cheaper, a remake, etc.

Just my tuppenceworth...

[Mr. Elijah Timms]

Lego Star Wars is a cash cow. The license will never end. And why?

Because it's very clear Mr. Lucas has plans to diversify and continue Star Wars not as a single storyline, but as an entire brand of entertainment that reaches into multiple venues to multiple audiences. Over the past 10 years Lucas has wisely created entirely new markets for Star Wars and will continue to do so. Many people never realized the genius behind the Prequels, where in some ways George bet the bank on the young kids to develop a new generation of 'collectors.' Say what you want about the movies themselves, but if they never happened, the SW-merchandising consumer base would not have the same strength it does now, or in 10 years for that matter. Sure, there will always be those of us who will buy SW stuff until the day we are old and gray, but there has been a conscious decision to skew younger-- so that the love of Star Wars and the resulting purchasing power doesn't die off with all of us 30-somethings who were there when the original trilogy shaped our imaginations as kids.

I'll admit, I've been growing a bit disgruntled about it in some ways-- there's such a push on marketing to youth that it just interests me less and less. And Galactic Heroes or whatever it's called-- yes, I'm sure the collectability factor attracts adults, but this whole trend in toys today is a barely veiled attempt to build brand loyalty with kids so that they'll attach themselves to these characters for their entire childhood and beyond. If George Lucas, and toymakers in general, want to hit the home run, they have to create these new youth markets to ensure that multiple generations will 'buy SW stuff until the day they are old and gray.' It's smart business.

But on the other hand, I LOVE that Lucas seems to be breaking off of the youth focus-- the news last week about the Robot Chicken comedy collaboration is GREAT news! Not because I'm a fan at all of Robot Chicken... I'm actually not. What's good about this is that it shows that Lucasfilm sees that the Star Wars brand can exist in multiple genres and attract different target audiences. The Robot Chicken crowd is clearly not going to go for Galactic Heroes, and vice versa-- but it doesn't mean that they both can't have their Star Wars cake and eat it too. The idea that Lucas will and might continue to develop his brand on different levels for different age groups is fantastic-- and should give us all hope. After the Clone Wars came out, I was sure that the upcoming Live Action TV series would be along the same lines... skewed a bit young, focusing on those who are interested in the Prequel storylines (no offense to them, it's just not my thing). If nothing else, the Robot Chicken news could mean that Lucas might be willing to develop Star Wars entertainment for a more mature audience. This is exciting, if only in theory!

Ultimately, it's obvious that the Star Wars brand will not go to George Lucas's grave (forgive the thought), and will go on indefinitely with multiple TV developments and likely more movies, perhaps even a reboot many years from now (heresy!) just as the Star Trek universe has experienced so many years after its inception. And as the brand continues to evolve, there will always-- ALWAYS-- be toys to go along with them, and why on earth should we think Lego won't be around for the ride?? This stuff will always sell... I think the only thing that would ever kill the Star Wars-Lego collaboration is if Lucas & co. decided to launch their OWN toy company, their own brand of building toys, etc. etc. Otherwise SW Lego is in no danger.

(Sorry if this rambled... but I hope it was entertaining if not thought provoking. I'd also like to say that I didn't mean to offend anyone who is into the Prequels or the Clone Wars. I've only ever collected the OT SW sets and the newer stuff has never been my thing-- but I'd like to deeply express that I have nothing against those who do and have no less respect for them. It's just not for me.)

Edited April 12, 2010 by Mr. Elijah Timms

[Fallenangel]

Via FBTB:

“The Force” Remains with The LEGO Group

-World’s leading construction toy manufacturer renews deal

to solidify LEGO® Star Wars™ franchise development-

BILLUND, Denmark (February 13, 2012) – The LEGO Group and Lucasfilm Ltd. today announced renewal of the Star Wars™ licensing deal that, 12 years ago, transformed a construction toy theme into a global entertainment property with strong cross-generational, multi-platform appeal. Fans can look forward to LEGO® Star Wars product and content development for the next 10 years, according to the terms of the deal.

The LEGO Group first acquired the rights to manufacture LEGO toys based on the Star Wars universe in 1999, marking the first time in its global history that the world’s leading construction toy manufacturer would represent someone else’s story and characters in the LEGO world. What was once considered a licensed novelty is now considered a core LEGO franchise, similar to LEGO CITY, and ranks among the company’s global top themes.

A best-seller since its introduction, LEGO Star Wars has experienced tremendous growth over the last six years in particular, due to the continued strength of core construction toy development and expansion to video games, publishing, television and video content and other relevant categories for fans of all ages.

“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.”

“We are delighted to have extended our long and very successful relationship with LEGO Group,” said Derek Stothard, Senior Director for Global Toys and Hardlines at Lucas Licensing. “Bringing together these two iconic global brands has created something special that is enjoyed by kids, families and fans everywhere.”

Star Wars is as relevant—perhaps more relevant—today than it was in 1977 when it was introduced, and in 1999 when the first of the next three episodes began to be told. For 2011, Star Wars is the #1 property and #1 license for Boys ages 6 and older according to NPD Group, and has been a top 3 boy’s license for the last 11 years. The LEGO share of the property continues to grow, as new generations of children discover, engage with and explore the Star Wars stories through constructive play.

A global toy phenomenon

LEGO Star Wars continues to rank among the best-selling global toy lines, with in excess of 200 million boxes sold worldwide since its 1999 launch. More than 340 LEGO Star Wars models have been developed, replicating iconic scenes and starships, as well as more than 425 minifigures from the Star Wars universe. Sets depict everything from the feature film Saga to the animated television series Star Wars: The Clone Wars. Four cross-platform LEGO Star Wars video game titles have changed the face of casual gaming, selling in excess of 30 million units, and are reciprocally driving desire for building toys and video games while also bringing families together to share both forms of play. The line has inspired short- and long-form entertainment in the form of mini movies and the first-ever 30-minute television special, LEGO Star Wars: The Padawan Menace, aired on top children’s networks around the world, including Cartoon Network in the U.S., Super RTL In Germany and on France TV, and is now available on Blu-ray/DVD. LEGO Star Wars: The Visual Dictionary from Dorling-Kindersley has been on the New York Times Bestsellers list for 81 weeks, topping the list at number-one for 18 weeks. Additionally, the franchise is the basis of the first-ever LEGOLAND® Park Miniland display area based on a fictional environment, which debuted last year in Carlsbad, California, Billund, Denmark and Gunzburg, Germany and opens this year in Windsor, England.

About the LEGO Group

The LEGO Group is a privately held, family-owned company, based in Billund, Denmark. It was founded in 1932 and today the group is one of the world's leading manufacturers of play materials for children, employing approximately 9,000 people globally. The LEGO Group is committed to the development of children's creative and imaginative abilities. LEGO products can be purchased in more than 130 countries.

About Lucasfilm Ltd.

Lucasfilm Ltd. is one of the world's leading film and entertainment companies. Founded by George Lucas in 1971, it is a privately held, fully-integrated entertainment company. In addition to its motion-picture and television production operations, the company's global activities include Industrial Light & Magic and Skywalker Sound, serving the digital needs of the entertainment industry for visual-effects and audio post-production; LucasArts, a leading developer and publisher of interactive entertainment software worldwide; Lucas Licensing, which manages the global merchandising activities for Lucasfilm's entertainment properties; Lucasfilm Animation, which is currently producing content for film and television, including Star Wars: The Clone Wars, a CG-animated half-hour television series; and Lucas Online creates Internet-based content for Lucasfilm's entertainment properties and businesses. Additionally, Lucasfilm Singapore, produces digital animated content for film and television, as well as visual effects for feature films and multi-platform games. Lucasfilm's motion-picture productions include three of the 20 biggest box-office hits of all time and have received 19 Oscars and more than 60 Academy Award nominations. Lucasfilm's television projects have won 12 Emmy Awards. Lucasfilm Ltd. is headquartered in San Francisco, Calif.

LEGO, its logo and the Minifigure are trademarks of The LEGO Group. ©2012 The LEGO Group.

STAR WARS, THE CLONE WARS and related character names are trademarks and/or copyrights, in the United States and other countries, of Lucasfilm Ltd. and/or its affiliates.

©2012. TM & © Lucasfilm Ltd. All rights reserved.

[LEGOman273]

Via FBTB:

This is GREAT news!!

[Brickmamba]

Congratulations to TLG (and us )