The History Of The License Collaboration Between LEGO and Star Wars

The history of the patent collaboration between LEGO and Star Wars

Table of Contents

“If I could personally build my own Millennium Falcon, how amazing would that be?”

It is this simple yet magical idea that has tightly connected two iconic brands—LEGO and Star Wars.

Today, we want to reveal to you the untold story behind the classic theme of LEGO Star Wars.

25 Years Of LEGO Star Wars​

This year marks the 25th anniversary of the LEGO Star Wars series. Since its debut in 1999, the series has captivated countless fans by seamlessly blending the adventurous Star Wars universe with the boundless creativity of LEGO building.

From iconic spaceships to classic scenes and characters, LEGO Star Wars has not only become an essential part of LEGO’s product lineup but has also evolved into a cultural phenomenon.

With the release of a special 25th-anniversary set, the LEGO Group has shared a series of articles that reflect on the origins and development of this theme, revealing the bold decisions and captivating stories behind the collaboration, while offering a deeper insight into the significance and impact of LEGO Star Wars.

The First LEGO Movie License

For today’s LEGO fans, the LEGO Star Wars series might just be one of many licensed collaborations. However, 25 years ago, this partnership was of immense significance to the LEGO Group and laid a solid foundation for the company’s future success.

lego star war 5

In the late 1990s, Lucasfilm was fully focused on preparing for the release of the first film in the Star Wars prequel trilogy.

The original Star Wars trilogy had been released nearly 20 years earlier, and George Lucas had gained significant experience with merchandise, building his personal wealth through the clever agreements he made, particularly with 20th Century Fox, which granted him the rights to the franchise’s merchandising.

As Star Wars: Episode I – The Phantom Menace was nearing its release, Lucasfilm sought proposals from various companies to create toys related to the film. One of these companies suggested the idea of developing building toys.

Rumor has it that Lucasfilm was inclined to partner with the LEGO Group for such products.

In reality, LEGO’s first movie license didn’t come from a decision made at the company’s headquarters in Billund, but rather through the efforts of its American branch, which eventually brought the idea back to Denmark.

However, in order to finalize the partnership, LEGO had to overcome significant internal resistance and convince many skeptics within the company.

Traditional Resistance from LEGO Billund

LEGO had long adhered to its traditional business principles, particularly avoiding themes related to “war toys.”

However, the surge in licensed toys in the North American market caught the attention of Peter Eio, President of LEGO Americas, and Jill Wilfert, the brand manager, who quickly recognized the vast potential in this area.

After considerable persuasion, they reframed Star Wars as a “fantasy adventure of good versus evil” rather than focusing on the “space warfare” portrayed in the films.

This strategy successfully alleviated the internal opposition within the company.

The 1999 advertisement of lego star war, focused on creativity and unique adventures.

Concerns of “German Mothers”

At the time, the LEGO Group was particularly concerned about the reaction in the German market, especially with “German mothers” potentially being upset by the “war” elements.

However, market research showed that parents viewed Star Wars as a fantasy story and were open to the idea of their children experiencing the “Star Wars” fun through LEGO.

Despite some internal opposition, LEGO President Kjeld Kirk Kristiansen pushed through the dissent and initiated what has since been recognized as one of the most successful partnerships in the toy industry.

LEGO Star Wars License Contract​

The main building of Skywalker Ranch, located in Marin County, California.
The main building of Skywalker Ranch is located in Marin County, California.

In the end, the LEGO Group signed a partnership agreement with George Lucas’s “Skywalker Ranch,” marking the beginning of this landmark collaboration.

Unlike traditional Star Wars toys, LEGO Star Wars sets not only recreated scenes from the films but also encouraged children to unleash their creativity, allowing them to freely modify and reshape the builds.

This collaboration not only helped LEGO successfully enter the licensed toy market but also laid a solid foundation for its future success.

The Mutual Spirit Between Star Wars and LEGO

Unlike the Star Wars toys released earlier by Kenner and other companies, LEGO sets were not limited to recreating specific ships or scenes due to the inclusion of building bricks.

While each set provided a design framework, children had the freedom to assemble the bricks into different shapes, or even combine them with other pieces, creating their own unique creations.

In 1998, Christian Faber proposed a highly creative idea that vividly embodied LEGO’s philosophy of freedom in building.

He envisioned a unique LEGO workshop tent on the desert planet of Tatooine, which would become a paradise for building enthusiasts.

In this tent, people could not only build classic ships based on existing designs but also boldly modify, freely create, and design entirely personalized spacecraft.

This concept not only showcased LEGO’s creativity but also cleverly blended the adventurous spirit of Star Wars with the building philosophy of LEGO bricks, allowing fans to experience that the “Force” wasn’t just in the movies—it was also present in every LEGO brick.

The LEGO workshop tent on Tatooine.
The LEGO workshop tent on Tatooine.

Challenges Leading Up to the Product Launch

In the early stages of their partnership, both parties needed time to understand each other’s workflows and needs.

Nevertheless, over time, the collaboration between the LEGO Group and Lucasfilm became increasingly natural and efficient.

However, the initial Star Wars sets still faced many challenges, particularly given the limited time available.

LEGO Took Just One Year to Launch The First Star Wars Set

Prototype Display of Some New LEGO Star Wars Sets from 1999 to 2001
Prototype Display of Some New LEGO Star Wars Sets from 1999 to 2001

It was only a year between signing the licensing agreement and the first sets officially hitting the market.

During this time, the LEGO team had to quickly design models that met the required standards. At the same time, they also had to complete various tasks related to the toy, including packaging design, building instructions, and advertising.

This tight timeline required the LEGO design team to focus not only on creating the models but also on ensuring the overall integrity of the product line, tackling multiple aspects to ensure the first batch of products would launch on time.

Overcoming Technical and Time Barriers

At the time, the team had to overcome some technical challenges that might seem trivial today.

In addition to the 9-hour time difference between Denmark and the U.S. West Coast, technological limitations also caused significant trouble.

Before video conferences and file sharing became common ways of working, the LEGO Group had to ship physical models to the U.S. for review by Lucasfilm.

To ensure that the models, which often arrived disassembled during transport, could be reassembled, a designer would personally accompany them on the flight to the U.S.

Balancing Accuracy and the LEGO Style Design

During the review process, Lucasfilm (or more broadly, Disney) was always focused on ensuring the accurate representation of ships, scenes, and characters from the films.

However, from the very beginning, both the LEGO team and the licensors realized that LEGO products wouldn’t—and shouldn’t—aim for exact replicas of the models. LEGO design needed to balance the limitations of the building system, the play experience, and the unique “LEGO aesthetic.”

This process led to a crucial balance: meeting the licensor’s desire for a faithful recreation of the Star Wars universe while ensuring the core qualities of LEGO products—fun and creativity.

Ultimately, this collaborative approach became the foundation for developing all licensed themes in the years that followed.

25th Anniversary: Returning to Creative Roots

Today, with projects like Rebuilding the Galaxy, LEGO Bricks once again invites all players to embark on an adventurous journey of creating new chapters in the Star Wars saga.

These fresh additions not only pay tribute to the traditions of the past but also, in a revitalized way, emphasize the endless possibilities of customizing ships and reshaping the entire Star Wars universe.

This interactive experience undoubtedly adds a special touch to this milestone anniversary celebration.

Looking ahead, how will the LEGO Group and Star Wars continue to shape new fantastical experiences?

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JMB-Samon

My fascination with building blocks isn't just about creating structures, but about the stories each piece can tell. For me, building blocks are a way of expressing my inner world.

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Serving to create the coolest lego-type brick sets for builders around the world, JMBricklayer is built by a group of building set freaks and focus on innovation of the production technology and strengthening of the supply chain.

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