LEGO Launches New Collaborative Products with Four Major IPs, Ushering in a New Era of Licensing Partnerships for 2025
According to data released in February 2025 by the international research firm Circana™, building block toys have achieved five consecutive years of growth in the global toy market, with a 14% surge in sales in 2024, securing the top position in both sales volume and growth rate among all toy categories. This trend not only underscores the enduring appeal of building blocks but also reflects consumers' increasing demand for creativity, interactive experiences, and personalized play.
Simultaneously, licensed toys demonstrated robust market performance, with sales rising 8% year-on-year and accounting for 34% of the total toy market share. This highlights consumers' enthusiasm for brand collaborations and IP-driven products, exemplified by popular franchises such as Pokémon, Barbie, and Marvel Universe.
Against this backdrop, LEGO Group, the global leader in building block toys, announced a series of innovative product launches in 2025. These initiatives align closely with market trends and emphasize the company’s commitment to continuous innovation. By partnering with globally renowned entities such as BBC Studio, Universal Pictures, Marvel Studios, and the Walt Disney Company, LEGO aims to deliver fresh building experiences to players and inject new vitality into the toy industry. These collaborations are expected to further solidify LEGO’s dominance in the market, particularly through its integration of iconic IPs and cross-media narratives.
LEGO® x BBC Studios: Inspiring Family Fun Through Play
At the International Toy Fair® held in New York, USA, on March 1, 2025, the LEGO Group and BBC Studios officially unveiled the highly anticipated LEGO® Bluey™ series. This collaboration marks LEGO's first introduction of the beloved animated character Bluey into its diverse toy lineup, offering a brand-new play experience for children aged 2-5.
Bluey is an energetic and adorable Australian Blue Heeler who, along with her mom, dad, and little sister Bingo, captivates audiences worldwide with their heartwarming family adventures. The animated series became one of the most popular shows on U.S. streaming platforms in 2024, with nearly 56 billion minutes (930 million hours) of watch time, and has consistently topped children's program ratings in countries like Australia and the UK.
The newly launched LEGO® Bluey™ series features six unique sets, specially designed for children aged 2-5, aiming to spark their imagination and creativity through LEGO bricks. For the first time, Bluey's family has been brought into the LEGO universe, allowing kids to recreate iconic scenes from the show and immerse themselves in the joy and warmth of Bluey’s world.
Ice Cream Trip with Bluey (10458):
Designed for children aged 2+, this set brings iconic scenes from the show to life, offering an immersive role-play experience. It includes LEGO® minifigures of Bluey and her dad Bandit, along with their family car, helping kids develop essential skills through play.
Bluey's Family House with Memory Game (10459):
Perfect for ages 3+, this set provides a fun building experience for kids and families. After constructing Bluey’s iconic house, families can spin the wheel to match pairs of items and figures—a playful memory challenge that encourages bonding and interaction.
Bluey's Family House (11203):
Packed with fun features, accessories, and beloved characters, this set is ideal for ages 4+. The modular dollhouse makes building easier and more rewarding, while included minifigures of the Heeler family and show-inspired details—like the muddy pizza and balloons—add to the creative fun.
Bluey's Beach & Family Car Trip (11202):
This set recreates Bluey’s sunny beach adventure, featuring minifigures of Bluey, Bingo, and their mom Chilli, plus the Heelers’ signature car. With sand, snacks, and beachy accessories, kids are inspired to dive into imaginative role-play.
Playground Fun with Bluey and Chloe(11201):
This set includes LEGO® minifigures of Bluey and her friend Chloe, along with vibrant playground equipment like a slide, climbing frame, spinning pelican ride, and the iconic pink seesaw. Children can recreate heartwarming friendship moments between Bluey and Chloe while enjoying endless creative play possibilities.
LEGO Bluey Tea Party (30687):
Featuring minifigures of Bluey and Chattermax, this charming set comes with a teapot, teacups, a cupcake, and a red mushroom-shaped seat. Kids can role-play a delightful garden tea party, fostering social skills and creativity through imaginative play.
Coming Soon: The LEGO® Bluey™ App
In addition to the exciting new LEGO® Bluey™ sets, the LEGO® Bluey App—developed and published by StoryToys—will soon be available for pre-order. Designed for children aged 2-7, the app perfectly captures the spirit of the Bluey series by incorporating its core values, themes, and beloved characters.
The app will integrate characters, builds, and props from the upcoming LEGO® Bluey™ sets, offering kids a fun digital play experience that blends imaginative role-play, creative building, and interactive challenges. Tailored to early childhood development needs, the app supports holistic growth by nurturing both emotional intelligence (EQ) and cognitive skills (IQ).
LEGO® x Universal Pictures Explore the Wonders of Prehistoric Dinosaurs
In celebration of Universal Pictures' upcoming film Jurassic World: Rebirth, the LEGO Group has announced six all-new LEGO® Jurassic World™ sets. These sets not only recreate iconic scenes and characters from the movie but also deliver an unprecedented building experience for LEGO fans.
Jurassic World: Rebirth, the fourth installment in the Jurassic World series, follows a highly skilled team on a mission to retrieve genetic material from research facilities on the original Jurassic Park island. Packed with thrilling action and breathtaking visuals, the film has already captured the anticipation of audiences worldwide.
Each of the six new LEGO® Jurassic World™ sets offers fresh, movie-inspired building experiences. Featuring both new and familiar dinosaurs, these sets showcase intricate craftsmanship and dynamic designs, immersing builders in the awe-inspiring world of Jurassic. From dramatic movie moments to meticulously designed dinosaurs, LEGO fans of all ages can embark on their own prehistoric adventures.
Baby Dinosaur Dolores: Aquilops(76970)
Meet the adorable Tiny Dino! With 339 pieces, this set is perfect for young dinosaur lovers. While not the most ferocious, its cuteness factor is absolutely off the charts!
Raptor Off-Road Escape (76972)
A sleek red jeep, a Velociraptor, a baby dinosaur, plus two minifigures - get ready for a Jurassic version of speed and adrenaline!
Raptor & Titanosaurus Tracking Mission (76973)
The mighty Titanosaur makes its grand appearance! Set in an abandoned gas station overgrown with vines, this scene features a motorcycle and an off-road vehicle, with three minifigures who must outsmart two dinosaurs.
Brick-Built Mosasaurus Boat Mission (76974)
Terror on the high seas! Featuring a Mosasaurus in all-new colors, this set includes a large ship and two minifigures, recreating an intense ocean escape scenario.
T. rex River Escape (76975)
The iconic T. rex returns! Though containing only 199 pieces, this is no small set - it includes a waterside cabin, a quad bike, and two minifigures facing off against the mighty Tyrannosaurus in an action-packed scene.
Spinosaurus & Quetzalcoatlus Air Mission (76976)
The most spectacular set of this release! Featuring a mysterious abandoned temple, a six-wheel off-road vehicle, a helicopter, and four minifigures. But the real stars are the Spinosaurus and Quetzalcoatlus - the latter appearing in an all-new sand-blue color scheme that looks absolutely stunning!
Quote from LEGO Designer:
Benjamin Liborisson, LEGO® Jurassic World™ designer, stated: "Our LEGO Jurassic World sets vividly bring to life the exciting dinosaurs and beloved scenes from this popular film series, inspiring creativity and storytelling through play and exploration, just like in the movies. The team had tremendous fun creating these new LEGO sets inspired by Jurassic World: Rebirth, and it's super cool to see some of the preview moments fans can look forward to!"
LEGO® x Marvel Studios: Recreating Iconic Battle Moments
In 2025, the LEGO Group once again partners with Marvel Studios to present the Avengers:Endgame Final Battle, delivering another masterpiece for Marvel fans.
This set faithfully recreates the iconic portal scene from Avengers: Endgame and includes nine LEGO minifigures: Captain America, Iron Man MK85, Chitauri Warrior, Ant-Man, Wanda Maximoff, Doctor Strange, Iron Spider, Black Panther, and Falcon. With meticulous detailing and expressive designs, these minifigures immerse LEGO fans in the film's climactic battle.
The portal scene stands out with its ingenious design, not only capturing the cinematic visuals but also offering an engaging building experience. Equipped with awesome weapons, awe-inspiring superpowers, and a massive Ant-Man mech, this set brings Marvel Studios' ultimate showdown to life—empowering LEGO fans to unleash their imagination and creativity.
LEGO® x Walt Disney: Reliving the Romance of Classic Fairytales
The LEGO Group has partnered with The Walt Disney Company to introduce the all-new LEGO Disney "Beauty and the Beast" Castle set, bringing another timeless masterpiece to Disney fans worldwide.
This exquisite LEGO Disney "Beauty and the Beast" Castle set comprises 2,916 pieces, meticulously recreating the iconic castle from Disney's beloved animated classic. The castle features an intricately designed four-level structure with multiple r
ooms, including:
A grand ballroom with a rotating dance floor
A dining room complete with a table and spinning tray
A tower room showcasing the enchanted rose
These design elements not only faithfully capture memorable scenes from the film but also deliver an immersive building experience for LEGO enthusiasts.
The set includes 10 beloved minifigures from the classic tale: Belle, the Beast, Gaston, LeFou, Maurice, Lumière, Fifi, Cogsworth, Chip, and Mrs. Potts.
Each minifigure showcases exquisite craftsmanship and expressive details, transporting builders into the magical world of the film.
The set offers digital building instructions via the LEGO Builder app, enabling collaborative building for multiple users simultaneously. This cutting-edge feature enhances both efficiency and enjoyment during the construction process.
LEGO Group's 2025 Licensed Collection:
This release exemplifies LEGO's keen market insight and deep understanding of consumer preferences. By blending LEGO's classic play patterns with iconic brand elements, these licensed sets deliver unprecedented building experiences through detailed recreations and authentic storytelling.
Through such strategic partnerships, LEGO continues to reinforce its leadership in the toy industry while demonstrating the vibrant growth potential of licensed toys.
