MEGA BLOKS is shaking in their massive, rectangular boots right now.
Next year, The Pokémon Company International will finally join toy manufacturer LEGO’s expansive brand partnership catalog. The longstanding companies’ collaborative launch, set for release early next year, marks their first collaboration. Until now, similar Pokémon toy sets have been available from Mattel, the toy titan; the brands’ exclusive relationship has endured for nearly 30 years.
In a news release, LEGO Group Chief Product & Marketing Officer Julia Goldin said the brand was “thrilled to be working with a brand that has such a deep and passionate fanbase as Pokémon, partnering to give our joint audiences what they have been asking us for. We strongly believe that through the endless possibilities of LEGO play and the exciting adventures the world of Pokémon brings, this partnership will create a range of new possibilities for Trainers and builders alike.”
No details regarding upcoming merch have been revealed, but if recent LEGO kits indicate what’s ahead, Pokémon trainers can anticipate some seriously creative construction kits. Last month, the Danish toy brand released notable collabs, including Twilight– and Nintendo-themed kits. The latter included a special Mario Kart kit for “MAR10 Day,” comprising nearly 2,000 individual pieces; the “Mario & Standard Kart” set is LEGO’s biggest Mario Kart set to date.
LEGO has eclipsed the success of other globally recognized toy brands despite global economic uncertainty. Recent sales figures show the Danish manufacturer’s sales soared 13% while industry sales shrunk 1%. Operating profits also grew 10% despite LEGO’s continued investments in new factories. Alongside additional LEGO partnerships, including a 75th anniversary-inspired Formula 1 set, the brand will launch an in-house video game development team. The most well-known LEGO games are also brand collaborations, with Harry Potter and Star Wars titles among the most successful.
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A lifelong gamer raised on classic titles like Crash Bandicoot, Spyro, and Croc, Stephanie brings her expertise of gaming and pop culture to deliver unique, refreshing views on the world of video games, complete with references to absurd and obscure media.
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