Lego and The Harry Potter Franchise


Lego is one of the most popular toy makers in history. Since its inception in 1949, the plastic building blocks and bricks continue to make kid’s dreams come true with every Lego toy building set being introduced in the market. Lego saw the need to keep up with the changing times as well as the changing tastes of the new generation of kids. It proved to be a difficult endeavor on the part of the Lego Company because it had to contend with very popular high-tech toys, such as gaming consoles and portable gaming devices. Such difficulty was partially addressed by introducing toy building sets that have themes. These play sets include pirates sets, medieval castle sets, train sets, cities complete with airports, outer space, and various other themed sets. All of this and competing with various age groups too. It was enough to keep Lego alive in the marketplace with the emergence of such new toys. Undoubtedly the wisest decision made Lego was to forge alliances and partnerships with various companies that own popular franchises. The Lego Group was able strike a deal with the Star Wars franchise owners; hence, Lego Star Wars play sets were introduced, much to the delight of both Lego and Star Wars fans.

 

This franchising effort proved to be a very good business move on the part of Lego. The strategic decision concerning the Star Wars franchise catapulted Lego to the top of the toy building market and made it easier to make deals with other such companies. It did not take long for Lego to secure a deal to make Harry Potter Lego sets. This was another move that proved to be beneficial for both parties. Since the Harry Potter franchise’s steam shows no signs of letting up, Lego continues to take advantage of this phenomenon and releases various Harry Potter sets that depict famous scenes from the movies. When one of these movies is released in theaters, more play sets are introduced and sold in toy stores worldwide. The Harry Potter series of books has been very successful at bookstores, and in turn, the theater box office. This, of course, has had a huge impact on the success of the Lego Harry Potter sets and other markets as well, such as poster art and apparel, just to name a couple. 

 

Perhaps one of the best selling Harry Potter sets is the Harry Potter Motorized Hogwarts Express. Lego was already the leader in toy train building sets and the Hogwarts Express was a natural in that the classic train sets of yesteryear was given the Harry Potter treatment. This is proof of how innovative Lego is when it comes to bringing new products to the market place. Lego’s tremendous growth and profitability is a result of making very wise business decisions. Lego continues to release new products that cater to the new generations of users while maintaining the classic line that appeal to adults. Lego enthusiasts the world over consist of kids and adults alike. Lego is one play set that would probably be endorsed by more adults than kids!