Why LEGO Discontinued the Legends of Chima Franchise
LEGO fans, especially those who remember the Legends of Chima set back in 2014, might wonder why this beloved franchise was discontinued. While the themes enjoyed a strong beginning, several factors led to its eventual phase-out.
Sales Performance
The initial robust sales of the Legends of Chima sets soon turned into a decline. LEGO, like many other toy manufacturing companies, closely monitors the performance of its themes. If a line fails to meet expectations, discontinuation becomes a viable strategy. The decline in sales can be attributed to the increasing popularity of other themes such as Ninja and Star Wars, which captured more consumer interest.
Market Trends
The toy market is highly competitive and subject to rapid shifts. Trends like superheroes, space exploration, and fantasy can rise and fall quickly. In this context, other themes like LEGO Ninjago and Star Wars were experiencing greater success, drawing more attention and investment from consumers.
Brand Strategy
Renewing and reinvigorating product lines is a cornerstone of LEGO's brand strategy. Refreshing themes helps maintain the allure and relevance of the brand. Rather than continue a less successful theme, LEGO focuses on new and established franchises that resonate better with their audience. The decision to phase out Legends of Chima was part of this broader strategy.
Complexity and Appeal
Another factor that contributed to the decline in popularity was the complexity of the Legends of Chima concept. Integrating animal characters into a fantasy setting made the theme less relatable for some fans. This may have impacted its long-term appeal, and the decision to discontinue the theme reflects a need to cater to the evolving interests of the fanbase.
Despite its discontinuation, Legends of Chima remains cherished by many fans, especially those who enjoyed it during its peak. The quality of the sets and the engaging storyline left an indelible mark on many LEGO enthusiasts.
The 'Big Bang' Themes
LEGO's 'big bang' themes, such as Legends of Chima, Exo-Force, Hidden Side, Nexo Knights, and Dreamzzz, have specific concepts and storylines that are typically developed for about a three-year run. These themes go through rigorous testing and reception before a decision is made to either continue or phase out. Failure to meet expectations often leads to discontinuation, while sustained success can see themes extend beyond their planned run duration.
The unique case of LEGO Ninja is noteworthy. Despite being launched in 2011, the Ninja theme has ongoing sets planned for 2024. This extension demonstrates the impressive performance that Lego Ninja achieved, leading to its continued existence.
When Legends of Chima was first released in 2013, it was one of LEGO's top-selling themes. According to LEGO's annual report, it was performing exceptionally well. However, subsequent releases like Outlands and Fire vs. Ice did not achieve the same level of success, leading to a more pragmatic decision to end the theme after its planned three-year run and transition to new themes like Nexo Knights in 2016.