First Look: New LEGO DC Superheroes Sets To Debut At San Diego Comic-Con International – Forbes

Krypto-zoology

LEGO

Krypto-zoology

Six years ago, LEGO expanded their licensed product by adding big-name superheroes to their sets, beginning (of course) with Batman. And yet their public annual report from that ($3.495 billion) year doesn’t even mention it! Harry Potter, Pirates of the Caribbean and Star Wars were touted as the big licensing successes, with Ninjago hyped as the company’s big new theme (Will Arnett’s LEGO Batman would undoubtedly be proud that his movie came out first).

Lex 'n' violence

LEGO

Lex ‘n’ violence

Fast forward to last year — their highest-grossing ever in the company’s 85-year history — and they’re now up to $37.9 billion. It’s impossible to say how much of that is due to superheroes, as they don’t make public the relative success of individual themes, and the annual reports tend to tout in-house brands like Ninjago and Duplo. What LEGO’s Senior Director of Brand Relations Michael McNally will say is that “Year over year, our partnerships with Marvel and DC Comics, experts in their field, continue to reinvigorate our brand by bringing major theatrical films and iconic comics to life in LEGO form.”

Flash, forward!

LEGO

Flash, forward!

To honor more than a half-decade of heroics, next week’s San Diego Comic-Con will see the debut of some brand new DC comics-based sets, which I’m pleased to give you the first look at right here. Due out in January of 2018, and hoping to capitalize on the expected popularity of Warner Bros.’ rumored $250 million-ish Justice League movie, these sets include fan-favorite Lobo and his space bike, a giant Lex Luthor mech with detachable escape pod, a Kryptonite prison for Superman, and the first-ever LEGO minifig of Krypto the Super-Dog!

"Ruh-roh, Ruperman!"

LEGO

“Ruh-roh, Ruperman!”

These sets will range from $19.99 to $39.99, making them more affordable than some of the higher-end movie product, and feature characters not in the movie like Killer Frost, Firestorm and Cheetah.

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