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LEGO Offers A Mightier Mighty Bowser in Latest Adult Kit

By Allison Watkinson TLL Reporter The LEGO Group has announced Bowser as the latest addition to the licensed LEGO Super Mario Adult product line. The newly released product is the Mighty Bowser building kit which… . . . read more

LEGO Marks 90th Anniversary With Largest Ever Global Brand Campaign

By Gary Symons TLL Editor in Chief The world’s largest toy company is launching a branding blitzkrieg in what it says will be LEGO’s “biggest ever global brand campaign.” That’s saying something, as the European… . . . read more

Toy Licensing: LEGO and Hasbro Partner on Giant, Transforming Optimus Prime

Leading global toy companies, the LEGO Group and Hasbro, Inc. have united for the first time to bring the Transformers Autobot, Optimus Prime, to life in LEGO form. The licensed LEGO Transformers Optimus Prime set… . . . read more

Web 3: LEGO Going From Bricks to Bytes With Digital Transition

The LEGO Group has opened a new digital office in Copenhagen to support its long-term digital ambitions in the metaverse. The office, one of four digital workspaces around the world, will be a base for… . . . read more

Analysis: 3 Reasons Why Lego Wins on Amazon

The Secret Tactics Lego Uses to Blow Away the Competition on Amazon Sales By Ryan Faist Originally printed by our friends at Global Toy News Ryan Faist is the Content Marketing Manager for Channel Key,… . . . read more

Entertainment Licensing: The Ultimate Xmas LEGO Set, Based On The Ultimate Xmas Comedy

By Gary Symons TLL Editor in Chief LEGO has created a successful niche industry for itself by producing building sets based on popular TV series and shows, and with the new Home Alone set, it’s… . . . read more

Video Game Licensing: McLaren LEGO Racer Tears Up The Track In Asphalt 9

It’s no surprise to see a McLaren Senna GTR on the track in the popular Asphalt 9: Legends video game. After all, it’s one of the fastest supercars in the world. But in this case,… . . . read more

How LEGO’s Monkie Kid Deal With Amazon Could Change Toy Licensing

By Gary Symons TLL Editor in Chief. LEGO is taking its first steps in a partnership with Amazon Kids+, as the hit Asian series Monkie Kid debuted on the streamer on Sept. 9. And that… . . . read more

LEGO Builds Seinfeld Set For A ‘Toy About Nothing’

LEGO has been on a sitcom roll of late, building out the sets for popular shows like Friends and Big Bang Theory, and now has followed up with a 30th anniversary set for Seinfeld, the… . . . read more


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