Brand Finance has released their yearly Global 500 rankings and LEGO has regained their position from Disney as the world’s most powerful brand. This is based on a number of factors including brand “familiarity, loyalty, promotion, marketing investment, staff satisfaction, and corportate reputation.”
LEGO has been working towards the top spot for many years from Jørgen Vig Knudstorp who took the company from the brink of bankruptcy to The LEGO Movie a few years ago which gave LEGO the world’s most powerful brand in 2015. Combine that with the upcoming The LEGO Batman Movie and it’s predicted impact as well as more movies coming out in the next few years including The LEGO Ninjago Movie in September, The LEGO Movie Sequel, and The Billion Brick Race will continue to build its brand power.
There’s more to the Brand Finance report in the link above if you want to read more about it.
The March 2017 LEGO Store Calendar is now available and we now get to see what promotions and events that will be happening during the month. A lot of new sets will be available including LEGO Star Wars, Super Heroes, Elves, Ninjago, Technic, Minecraft, and the BrickHeadz.
March 1-15: FREE LEGO City Police Helicopter with purchases of $35 or more, while supplies last.
March 4 & 11: LEGO Disney Beauty and the Beast Building Event. The build will be Belle’s Castle which kids can build at the store and take home. Sign ups are happening now.
March 6-16: Double VIP Points are back for VIPs on any purchase.
March 7-8: VIP Monthly Mini Build is a Platypus.
March 16-31: FREE LEGO DUPLO My First Fish with any DUPLO purchase, while supplies last.
March 17-31: VIPs get early access to an exclusive LEGO set. It is highly likely that it will be pirate ship based on LEGO Pirates of the Caribbean: Dead Men Tell No Tales. Also note that it states sets, so that implies there’s more than one D2C set coming out in March.
March 18 & 25: LEGO Life Meeting.
March 21 & 28: Technic Tuesday.
If you think there’s not enough products for The LEGO Batman Movie, then you are correct. It looks like there’s a new item called the Movie Maker Set which consists of 152 pieces. There are parts to make a stand for your smartphone as well a backdrop scene and a Batman minifigure. The set is basically used to create your stop-motion videos and could be very useful for those getting into the hobby.
Thanks to everyone who sent this in.
LEGO has officially announced two more LEGO BrickHeadz sets with the Disney Beauty and the Beast BrickHeadz. Like with the previous ones in the wave that were announced on Monday, the Beauty and the Beast ones will also be available on February 15 for LEGO VIP members and to the general public on March 1 while retailing for $9.99 each as well.
US $9.99 – CA $12.99 – DE 9.99€ – UK £9.99 – DK 100.00 DKK
*Euro pricing varies by country. Please visit shop.LEGO.com for regional pricing.
New for 2017, LEGO® BrickHeadz sets feature fun and stylized versions of iconic characters from your favorite movies, TV series, games and comics, reimagined in colorful brick form using LEGO System bricks with distinct details for a humorous twist. Each figure also comes with its own buildable collector’s baseplate with LEGO BrickHeadz icon and series number. LEGO BrickHeadz sets brings you a brand new way to collect, build and display.
• Each LEGO® BrickHeadz figure comes with its own buildable collector’s baseplate featuring series number and BrickHeadz icon.
• Have fun growing your LEGO® BrickHeadz collection with other classic characters from your favorite movies, TV series, games and comics
• Mash up your LEGO® BrickHeadz figures to create supercool hybrids or your own amazing characters.
• Each figure stands over 2” (7cm) tall without baseplate.
• Baseplate measures over 1” (4cm) square and under 1” (1cm) high.
This beautiful BrickHeadz set featuring Belle is fun to build using colorful LEGO System bricks that recreate all of her iconic details from the classic Disney animation Beauty and the Beast, including buildable flowing hair with a ribbon and earrings and a buildable rose in hand.
This BrickHeadz set featuring Beast is fun to build using colorful LEGO System bricks that recreate all of his iconic details, including decorated waistcoat outfit and buildable mane and horns, as seen in the classic Disney animation Beauty and the Beast.
The LEGO Batman Movie Character Poster promotion has now started on LEGO Shop@Home. Starting from now until February 5, you can get the Harley Quinn poster with any purchase at LEGO Brand Stores and on Shop@Home.
There are four total posters to collect with Harley Quinn being available now and the other characters on the following dates:
Batman – February 6-12
Batgirl – February 13-19
Robin – February 20-26
If you’re wondering, yes purchasing just a key chain will also work for the promo. It also combines with the LEGO DC Super Hero Girls Krypto Saves the Day (30546) polybag promo if you’re purchasing any of those sets as well.
There’s still a little over a week until LEGO Dimensions The LEGO Batman Movie Story Pack (71264) will be released but Amazon has it discounted for 40% off. If you haven’t pre-ordered it yet, now is a great time to especially to add tons of content to Dimensions when it comes out on February 10. The Story Pack includes Robin and Batgirl as well as buils of the Bat-Computer and Batwing.
Fight crime with Batgirl and Robin in the streets of Gotham with the all-new THE LEGO BATMAN MOVIE Story Pack! Build an all-new Bat-Computer gateway for your LEGO Toy Pad and then activate Batgirl’s and Robin’s special abilities to solve puzzles and battle enemies. Take flight with the Batwing to accelerate your gameplay, and then rebuild it into The Black Thunder and Bat-Tank for enhanced in-game powers. This set includes a Bat-Computer gateway build, buildable Batgirl and Robin minifigures, a 3-in-1 Batwing vehicle, six new game levels and The LEGO Batman Movie Adventure World with a Battle Arena.
Today LEGO has launched a new social network that is aimed towards kids called LEGO Life. The app is available for free on both iOS and Android. There are lots of stuff to do on it including quizzes, building challenges, create a digital minifigure, and more. Kids can also upload photos of their creation and post them online. Check out the full press release for LEGO Life below.
LEGO is looking for feedback on it so let us know how the kids like it and what can be improved on and we’ll send it over.
LEGO Group Launches LEGO® Life, a Safe Social Network for Kids Under 13
– LEGO Life Extends Play Through an Evolving Community of Inspiration that Adheres to the Highest Standards for Child Safety Online –
– New LEGO Emoji Keyboard and Themed Feeds Innovate on the Best of Today’s Social Network Features to Allow Kids and Tweens to Share and Communicate with Thousands of Other LEGO Fans –
BILLUND, Denmark (January 31, 2017) – Building on its experience with nurturing communities and extending its expertise in developing quality, child-friendly digital play experiences, The LEGO Group today announced the launch of LEGO® Life, a safe social network for kids under the age of 13. The app-centered digital experience allows young LEGO builders of all levels and interests to connect with a community of like-minded peers to express their creativity, share their LEGO creations, interact with LEGO characters, and inspire one another. The experience launches today in the U.S., U.K., Canada, France, Germany, Denmark, Austria and Switzerland, with additional markets launching in 2017 and 2018.
“The LEGO Group aims to develop digital experiences that complement and enhance LEGO play,” said Rob Lowe, head of LEGO Life. “LEGO Life creates a platform that amplifies the joy of building and pride of creation that kids experience with tactile play through the digital world in a safe way – further unleashing creativity among kids and tweens on a much broader scale.”
LEGO® Life Increases the Sociability and Personalization of LEGO Play
LEGO Life bridges physical and digital play experiences, innovating on the best of today’s social network features to add a social layer to LEGO play. After seeing millions of kids share their pride of creation in the “Cool Creations” section of LEGO Club Magazine and use LEGO.com message boards to share stories and photos about LEGO building, a richer, more dynamic social media platform such as LEGO Life is a natural next step in the evolution of LEGO community engagement.
“LEGO Life provides the platform where kids and tweens can take their LEGO creations and stories and give them the audience they deserve,” added Lowe.
The LEGO Life app lets kids personalize their LEGO experience through direct interaction with their favorite LEGO characters, exclusive content, an in-depth 3D LEGO minifigure avatar creator, and fun building inspiration and challenges. LEGO Life also introduces a custom LEGO Emoji Keyboard with which kids and tweens can communicate about what they create in LEGO form, as well as comment on what their peers share.
“LEGO bricks are already established as a global visual language that kids understand and use to express themselves,” explained Lowe. “The LEGO Emoji Keyboard takes this personalization one step further with a keyboard of recognizable emojis augmented by stickers and phrases that let kids engage safely within LEGO Life.”
According to global research that informed the development of LEGO Life, 90 percent of kids surveyed are aware of emojis and their use in communication. When asked if they use emoji icons, approximately 40 percent of kids said “yes.” By infusing a LEGO look and feel into familiar emoji vernacular, the LEGO Emoji Keyboard helps kids and tweens inspire and support each other even though their spelling and typing skills may be still developing.
LEGO® Life is a Constantly Growing Source of Inspiration
Similar to mainstream social media platforms, LEGO Life delivers a newsfeed customized to user preferences. The app encourages kids and tweens to identify and “follow” topics of interest so that their feed is populated with relevant images, challenges and more. For example, kids can choose to follow groups dedicated to certain animals, vehicles, heroes, specific LEGO themes, seasonal programs or regional topics that they find most relevant.
Additionally, LEGO Life provides kids and tweens with inspiration and mentorship in fun and engaging ways. LEGO Master Builders will share creations and issue a variety of building challenges within LEGO Life to encourage building and sharing among the community. Characters such as Master Wu from LEGO NINJAGO, Emma from LEGO Friends and LEGO BATMAN™ will share building inspiration and will appear within the app to comment on member builds. New features will be continually added to the experience.
As the network grows and expands, users will find other ways to customize their LEGO experience, such as earning rewards for their engagement in LEGO activities and the ability to inventory their LEGO collection, among many other things. LEGO Life will also be available through many other LEGO touchpoints to enable as many LEGO fans as possible to experience its potential.
LEGO® Life is Safe and Secure
LEGO Life is a safe social network for kids under 13. It is designed to be a child’s first digital social experience, taking users by the hand and introducing them to some of the core concepts of a social network, all through the trusted values associated with the LEGO brand. As detailed in the Digital Safety section of LEGO Life, participants’ safety is assured in several ways.
No Personal Information
LEGO Life prevents kids from sharing personal information, images, or anything that could allow users to identify and locate one another. For example, when a user creates an account, he or she uses the random name generator to create a silly 3-word mix for a display name, such as “DukeCharmingShrimp” or “ChairmanWilyDolphin.” In place of real or facial photos for LEGO Life profiles, users create their avatar by selecting the LEGO minifigure or minidoll of their choice, adding clothing, hair and more to create their virtual persona.
All content and comments on LEGO Life are monitored by LEGO employees who specialize in moderation to ensure that it is LEGO Life-appropriate and child-friendly. All moderators go through brand and child safety training, and the moderation team is located in LEGO offices around the world to ensure quality, always-on service. Use of the LEGO Emoji Keyboard replaces actual text when commenting on user-generated content. Commenting is tightly controlled and pre-moderated while emoji comments are post-moderated, keeping communication simple, universal, positive and fun.
Adherence to the LEGO Safety Pledge and UNICEF Standards
The LEGO safety pledge is a method for parents to talk to their children about digital safety while establishing a shared commitment to ground rules for online social behavior, and LEGO Life policies and procedures adhere to these ground rules. Additionally, LEGO Group has an ongoing partnership with UNICEF through which the company received guidance as to how to ensure child safety in developing LEGO Life. UNICEF and LEGO Group also partnered to develop a tool which enables companies to assess their current efforts around children’s digital safety.
LEGO Life may be downloaded for free beginning today in the App Store for iOS devices and at Google Play for Android devices.