The golden ticket
Strong sales for The LEGO Batman Movie and Star Wars put LEGO in the top spot
Brick by brick, The LEGO Group is building a consumer products program—and a solid reputation as a Hot50 licensing leader. For the fourth year in a row, the Denmark-based company has taken the top spot in the category, and Jill Wilfert, VP of inbound licensing and entertainment, says the novelty hasn’t worn off. “It’s definitely gratifying for us,” she says. “It’s nice to get recognition from the industry and from our peers.”
The LEGO Group continues to lead the way, thanks in large part to partnerships with Lucasfilm, Disney and Warner Brothers. The toyco’s second feature film, The LEGO Batman Movie, hit theaters with a trusty sidekick—a CP line that included construction sets, minifigures and licensed items. “This has been an exciting year for us, and a really busy one,” says Wilfert. “We’re proud of what we’ve been able to do with LEGO Batman, taking such an iconic character—working with our partners at Warner Bros and DC—and really creating a unique and original depiction. And it’s really true to the LEGO brand, too.”
Movie-driven licensing partnerships continue to be a golden ticket for LEGO, with upcoming film Star Wars: The Last Jedi set to be a surefire hit this holiday season, and Solo: A Star Wars Story due next year. LEGO and Star Wars have been partners for nearly 20 years, and Wilfert says the best is yet to come.