Using the Force
Strong Star Wars sales propel Lego’s return to the top spot
The Lego Group continues to build on its success, taking the top spot for the third year in a row in the Licensing category. LEGO Star Wars—the company’s first and longest-standing licensed line—saw more than 30 new products and new original content hit the market in 2016. And with the upcoming feature Rogue One: A Star Wars Story in theaters in December, the brand is only expected to grow. “We try to have a really close collaboration and develop a strong partnership with the IP owners,” says Jill Wilfert, VP of global licensing and entertainment for Lego Group. “I think we’ve been able to leverage that and really make a relationship with Lego quite unique.” The company is also flexing this muscle with the upcoming Lego Batman Movie, which will hit theaters in February, accompanied by what Wilfert calls a “big” licensed product offering.