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THE LEGO MOVIE AIDING STRUGGLING LEGO TOY COMPANY

February 27, 2014 by · Leave a Comment 

The success of The Lego Movie may be coming not a day too soon for the Danish toy maker, Lego A/S, which makes the popular block sets. The Wall Street Journal reported today (Thursday). It noted that the company experienced “an abrupt slowdown” in 2013 in its American and European sales. The Journal noted that long before The Lego Movie, the toy company had lined up merchandise deals with Hollywood studios for such films as Star Wars, Harry Potter and The Avengers. But the new movie takes the relationship to “a new level” as the animated film rises to blockbuster level, with worldwide ticket sales already approaching $300 million. Lego benefits from the movie in two ways. First, it receives a percentage of the movie’s total take (the Journal article did not indicate what the percentage actually is), and, second, it receives valuable marketing and other PR benefits.