In 'LEGO Ninjago,' a money-generating combo of mech and merch


Updated: Wednesday, October 4, 2017, 5:01 PM

A LEGO set for the “Ninjago” movie.

In The LEGO Ninjago Movie, the battle for NINJAGO city calls to action young Master Builder Lloyd, a/k/a the Green Ninja, along with his friends, who are all secret ninja warriors. Led by Master Wu, as wise-cracking as he is wise, they must defeat the evil warlotd Garmadon, The Worst Guy Ever, who also happens to be Lloyd’s dad. Pitting mech against mech and father against son, the epic showdown tests this fierce but undisciplined team of modern-day ninjas who must learn to check their egos and pull together to unleash their inner power of Spinjitzu!

And with a film like this, box-office is only part of the equation. Look at the “Cars” franchise, which has been a modest hit by Pixar standards, yet churned out another sequel this past summer in large part due to merchandise sales that have topped $1 billion! While the film gives us plenty of mech, the combined forces of Warner Brothers Consumer Products and The LEGO Group will be giving fans of all ages plenty of merch.

“WBCP continues to find new and exciting ways to build on our partnership with The LEGO Group as we expand our immersive licensing and merchandising program,” said Pam Lifford, President of Warner Brothers Consumer Products in a statement. “From never-before-seen LEGO sets to licensed apparel, costumes, publishing, home décor and more, WBCP and The LEGO Group deliver exciting new product for The LEGO Ninjago Movie fans, bringing the fun and lighthearted spirit synonymous with the LEGO film franchise.”

As part of it’s extensive licensing and merchandise program, WBCP and The LEGO Group have teamed up to launch more than 15 original construction sets inspired by The LEGO Ninjago Movie, fully immersing fans in the action-packed experience by bringing to life their favorite characters and unforgettable scenes from the film, including the Spinjitzu Training Dojo, NINJAGO City Chase, Master Falls, Manta Ray Bomber, “Garmadon, Garmadon, GARMADON!”, as well as the intricate NINJAGO City.

Fans can also add to their NINJAGO adventures with additional building sets that will feature such fun new collectibles as the Water Strider, Jelly Sub, Green Ninja Mech Dragon, Lightning Jet, Gamma Mecha Man, Fire Mech, Ice Tank, Temple of the Ultimate Ultimate Weapon and Destiny’s Bounty.

Getting ninja warriors across the globe ready for this showdown, the comprehensive worldwide retail support for The LEGO Ninjago Movie comes from WBCP’s major contributing industry partners through powerful programs and unforgettable experiences for fans of all ages. Global retailers such as Walmart, Target, Toys ‘R’ Us, and many more, are thrilled to support the animated adventure through various programs, product displays and all-inclusive ‘Retailainment” offerings, including in-store events and exclusive products.


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