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LEGO Loses Turtles License


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You might have noticed in our Toy Fair coverage that there were no new Teenage Mutant Ninja Turtles sets announced for this year. My guess is that this press release, announcing that Mattel and Nickelodeon have partnered up to create Turtles-themed Mega Bloks in 2016, might have something to do with it. We've seen licensing go back and forth before, but this one is really interesting as I thought the LEGO TMNT sets were generally pretty solid. It will be interesting to see what the sets that come out end up looking like.

 

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Well, doesn't bother me because I was never really a fan. Last years models looked decent enough construction wise, but the first year's release was pretty pathetic, build-wise. Maybe they improved in the second year, but not enough to keep the license... not that Mattel can do any better, really. :P

 

:music:

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I starting to think that Nick don't care for Lego at all.

This is 100% Lego's fault. It's what happens when you don't pay the bills.

The Bone-Snatcher is closer to the real story here. If LEGO had wanted to renew the TMNT license I'm sure they would have. As it is, though, I think they decided it just wasn't getting the numbers they wanted, same as with Spongebob Squarepants and various other Nickelodeon licenses that they've willingly let slide.

 

The sets for this theme were good but I was never a fan of the franchise myself, so I'm not broken up about the LEGO Group's contract expiring.

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I remember those Sponge Bob sets, they were pretty cool for what they're worth. I wish Lego would revive the license for those again.

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I remember those Sponge Bob sets, they were pretty cool for what they're worth. I wish Lego would revive the license for those again.

Unfortunately, Mega Bloks snatched that one up as well, like they tend to do with most licenses Lego rejects.

 

In any case, I'll be keeping an eye out to see if any of the Ninja Turtles sets go on clearance in the coming year. I'm not a Turtles fan, but some of those sets had fantastic parts so if there's a steep enough sale I might pick some up.

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Formerly Lyichir: Rachira of Influence

Aanchir's and Meiko's brother

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LEGO lost the license? The license lost its luck when it left the legendary LEGO for little loopy losers who lack lives and ladies.

 

Okay, that's enough "L" words for me! :D I think Mega Bloks actually had a TMNT license back in 2003 or so. They had little barrels of that green ooze stuff. :3

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mindeth the cobwebs

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I wonder if they gave up the license so they could make the star wars action figures (I believe they couldn't for a while due to some sort of legal dispute with one of their rivals).

Nah, nothing to do with that. LEGO's dispute over Star Wars figures was with Hasbro, whereas Mega Bloks is owned by Mattel. And anyway, even Hasbro wouldn't make a trade like that. Star Wars action figures are one of their most lucrative licenses (just as Star Wars building toys are for LEGO), whereas TMNT building toys would be small potatoes by comparison.
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I wonder if they gave up the license so they could make the star wars action figures (I believe they couldn't for a while due to some sort of legal dispute with one of their rivals).

Nah, nothing to do with that. LEGO's dispute over Star Wars figures was with Hasbro, whereas Mega Bloks is owned by Mattel. And anyway, even Hasbro wouldn't make a trade like that. Star Wars action figures are one of their most lucrative licenses (just as Star Wars building toys are for LEGO), whereas TMNT building toys would be small potatoes by comparison.

 

Oh right, I must admit I'd find it pretty funny if Mattel think this will get them anywhere in terms of competing with lego, mega bloks were able to get the licenses for Halo, COD, WOW and still aren't able to put a dent into legos profits and popularity. 

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It's time to move on.

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I'm somewhat sad about this. I like TMNT, but the price for most of the sets was more than I felt like paying. And the turtles in the sets based on the movie just seemed a bit awkward to me.

 

I'm glad I got one of each of the turtles while I did though (what I really wanted out of the line). I'll have to keep my eyes open for clearance, etc. myself.

 

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Unfortunately, Mega Bloks snatched that one up as well, like they tend to do with most licenses Lego rejects.

 

Somehow, i find this hilarious to tihnk about.

 

Yes... let's make all of our biggest themes Lego rejects. Yes... that will definitely put us on top. :P

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I'm known on the LMB's as Brickobotface, Teh Dark One is merely a fad. :P

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Never cared for Teenage Mutant Ninja Turtles, so this doesn't bother me. 

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Unfortunately, Mega Bloks snatched that one up as well, like they tend to do with most licenses Lego rejects.

 

Somehow, i find this hilarious to tihnk about.

 

Yes... let's make all of our biggest themes Lego rejects. Yes... that will definitely put us on top. :P

 

The thing is, Mega Bloks doesn't need to be on top to turn a profit, in part due to being just one brand owned by a larger company (Mattel), but also because their lower emphasis on quality reduces their operating costs. A theme that underperforms for Lego can become very profitable in Mega Bloks' hands. And in the case of themes that Lego rejects outright on content grounds (such as Halo), Mega Bloks can satisfy the demand that Lego won't.

 

I've actually been mildly impressed by what they've done with the Spongebob license. Their looser approach to set design has allowed Mega Bloks to release sets of subjects Lego themselves avoided (such as the Invisible Boatmobile, which would not have been a very practical model for a Lego set due both to requiring an excessive number of transparent parts and being an almost entirely monochrome model). Of course, the quality is still sub-par, as I discovered when I recently happened to visit Toys R Us during a Mega Bloks Spongebob building event—the parts were much better looking than the Mega Bloks of my childhood, with much more consistent colors, but the clutch power still varied wildly to the point where fitting some parts together was a chore and others would fall apart if you looked at them wrong. And that event also highlighted the disparity between the two companies' public profiles—unlike Lego building events which result in a packed store regardless of what set or theme is being promoted, the attendance for this Mega Bloks event was pitiful, with almost no participants and plenty of sets left almost an hour after the event had been scheduled to start.

 

I guess I rambled there for a bit. But whatevs. I don't discuss clone brands a lot, so when the discussion comes up I have a lot to share.

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Formerly Lyichir: Rachira of Influence

Aanchir's and Meiko's brother

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