Monday, 25 July 2011
Reaction: LEGO Super Heroes
It’s hard to believe that a few years ago, LEGO didn’t even attend London Toy Fair to sell their range to retailers. Especially given that now LEGO visit Comic Con to sell exclusives and make a host of announcements – just like the other big toy manufacturers. The reasoning for LEGO’s new presence at Comic Con makes sense when looked at with their changed business model. Over the past ten years LEGO have dabbled in licensed properties, and Comic Con is the place to go and promote them.
The big announcement for 2011 Comic Con made a lot of sense for this convention – the clue is in the title. As it was Comic Con, the big reveal was the introduction of LEGO’s new Super Heroes line, which will encompass the heroes of both DC Comics and Marvel. At the event LEGO unveiled mini-figures of Batman, Superman, Green Lantern, Wolverine, Wonder Woman, Iron Man, the Hulk and Captain America.
Returning to the comic book heroes makes sense for LEGO right now. LEGO Batman is the company’s best-selling video game, even though the LEGO Batman line of toys was not terribly successful. Since then, the toys have shot up in value in the same way as retired Star Wars sets. In terms of value, it has shot up even past the level of how LEGO usually appreciates. So there’s clearly a desire for the bat. Likewise, LEGO Spider-man ended its run and went over to Mega Bloks only for the secondary prices to shoot up.