Mixels stand out in Lego’s Toy Fair line-up as the most exciting, and biggest risk, for the brick company this year. It’s a new franchise that relies on the simultaneously launched collectable Lego toys and Cartoon Network show catching on fast.
If a future civilization excavate our long-buried cities to find a child’s Lego collection they will not only discover a popular historic toy but a lens through which to see all manner of other entertainment products.
Having a spin-off Lego kit is a right of passage for everything from blockbuster movies and classic TV Shows (which in turn have their spin-off video-games).
With this in mind it’s no surprise to find press and retailers clamoring for access to Lego’s launch of their 2014 kits at New York Toy Fair last week. I was granted access behind closed doors to get a tour of the booth.
Most interesting this year is their Mixels range of toys. Although this isn’t just a toy-line, it’s a cross media entertainment offering with partner Cartoon Network. Launching physically and virtually at the same time positions the franchise as an entertainment rather than toy product.
A big plus here is that they aren’t going to be sold in foil blind packs so children can avoid getting doubles — unlike its collectible minifig range.
With Lego Minifigures Online taking this idea further this year (a toy-game cross over like Skylanders) it will be interesting to see how consumers, viewers and players respond to the new ambitious direction from the Billund based brick masters.
Lego Mixels cartoon network hands on review from Toy Fair: