Star Wars was the first Lego license — 25 years later, it's stronger than ever

The team-up was the first time Lego had struck a licensing deal and became a framework for other franchises.Anadolu | Anadolu | Getty ImagesA design director at the Denmark-based Lego company, he has spent the past 25 years creating Lego Star Wars sets.

"We were creating themes, but we weren't always necessarily connecting those with the deeper story," said Jill Wilfert, head of global entertainment partners and content at Lego. "And I think for us really seeing that unlock, and how it really allowed people to open up their imaginations in a different way and express their creativity in a different way, is I think what Star Wars did for us.

"It's been hugely successful and continues to be successful today as a gaming franchise," said Paul Southern, senior vice president of third-party commercialization and franchise development at Disney. "It created the world."The toymaker once again cited Lego Star Wars as a driving force behind those sales. Lego Icons, Lego Technic, Lego City and Lego Harry Potter also performed well.

"The main thing for us, of course, is that this is for kids," Frederiksen said. "The model should be really fun and creative and inspiring to play with, but it should also be a great building experience." "What we see a lot with properties and with Star Wars, maybe more so than others, is it's something that families do together," Wilfert said. "Often, you're first introduced to Star Wars through a parent, your parents grew up loving Star Wars, and we just see that having things in our portfolio that allow those connections and allow families to connect together, we're really seeing the relevancy of that.

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