LEGO discontinues Ninjago in 2013

KLOKRIECHER

Hi,

LEGO announced that they'll produce a last wave of Ninjago sets in 2013 and will replace this theme after this wave:

http://lego.wikia.com/wiki/2013

Any idea which theme it'll be?

sidersdd

Regarding the Ninjago retirement, here's the summary from @Kevinhink on that page:

Allow me to provide a bit of clarity on the Ninjago update. Unfortunately, it was a slight miscommunication on my part. Things are constantly changing and evolving in our business and my last report had shown Ninjago ending at 2012. I did a bit of additional research after receiving so many follow up questions at the event and now via email, Flickr and PMs and can confirm that it will still be on the shelves in 2013. However, there are no plans beyond that. Of course, that, like anything in our business can change. The line has truly been successful, but we want to be very careful to exit the theme at the right time as to avoid falling into the state where the products are no longer as popular and discounts have to be made to move inventory. I hope this helps, and I appreciate your support of both the LEGO Brand and our Ninjago theme. However, that being said, you will still love some of the great themes launching next year! My apologies for the inconvenience this may have caused- you can now return to your regularly scheduled programing already in progress.

Regards,
Kevin

mathew

I won't believe it until I see it. Ninjago is probably Lego's biggest selling theme at this time. Why they would even announce it retiring makes little to no sense.

andyscouse

^ If they think like the BBC, then they'd retire it just as it was very popular!!

tamamahm

I'm not sure of the theme, BUT I was just looking at some of the Ninjago Graphics Novels, and I found this one for 2013 labeled "Warriors of Stone". I assume that has something to do with the next line. :-) That doesn't give much to go on, though.

http://www.amazon.com/Ninjago-Graphic-Novels-Warriors-Stone/dp/1597073784/ref=sr_1_6?ie=UTF8&qid=1339530958&sr=8-6

I am not surprised by this news. I've been assuming that the line will continue in 2013, but I agree, I don't see it going beyond that. One has to remember that with things like this, there is a limited shelf life. What is huge with kids one day, is not as huge the next day.

They don't want to get caught on the downswing of a fad. It is actually one concern I personally have, since I purchased the latest two big Ninjago sets for my son for Christmas and his bday. He desperately wants them right now, but will that still be a big want in December.

By changing it up with a new theme, they probably have one more year of it. I'm sure they will continue to reevaluate the matter, but this initial plan sounds like a good thing for them to start with. If they really see the phenomenon continuing, they still have time to create a new line. The other possibility I see, is they could do a spin-off of the line. This would allow them to explore other areas, and then pull in Ninjago items if need be.

I think if anything, though, Lego really has learned the value of a TV show line, and that we will see that continue in some way even after Ninjago is gone.
Tammy

UKtsumi

Its a TV series in the states, yes? did/do we get it here in the UK? -

mathew

My 3 year old son loves Ninjago. He watches the cartoon and plays with the minifigs. I agree though that kids have short attention spans and what is hot today may not be next season. Speaking of cartoons, I'm surprised Lego hasn't done a City themed show. My son loves watching the shorts on the iPad.

andhe

Its a TV series in the states, yes? did/do we get it here in the UK? -

It's not on tv due to laws about advertising and cartoons to do with toys I heard somewhere on this forum. Not quite sure how that works as pretty much every cartoon has some form of merchandising tie-ins.

richo

this is the dark horse for the aftermarket probably.

Bustin

My 4 year old is going to be heart broken!

LostInTranslation

^^^this was discussed at AFOLcon. I think the answer was that the minifigure design is seen in the UK as an iconic part of the Lego brand, it is the actual product and hence the cartoon is seen as product placement. It was said that if there were to be a Friends cartoon, that would be allowed in the UK because the minidoll looks more human and generic, not so blatantly associated with Lego.

fitzyfitz

^Mark Stafford also spoke about the enemies - three groups were initially created, and tested equally well. Hence the skeleton sets last year, snakes this year and TBC next year. It seems to have been a three-year plan all along, providing the initial wave sold well enough - which it obviously did.

LegoFanTexas

If it is still selling well during Christmas this year, they would be nuts not to design a series for 2014. If it continues to sell well in 2013, they can release them, if it dies out, they can do something else.

Never go all-in... Always leave yourself options...

sidersdd

Speaking of cartoons, I'm surprised Lego hasn't done a City themed show. My son loves watching the shorts on the iPad.

I agree. The City Stories are great.
http://www.youtube.com/watch?v=UZpOA9-7W8E

Russell844

I remember reading someplace that for 2013 it was Ninjago vs Pirates. An employee at the local LEGO Store had heard that too.

Ypres

NinjaGo appearing on shelves in 2013 wouldn't surprise me at all. After that the world could end for all Lego is concerned. I'm no expert on the subject, but I think a lot of popularity with the NinjaGo line came from the TV show. As long as there's plans for more seasons, which to my knowledge there is, then the sets will keep on coming.

NinjaGo is popular and generates a lot of money, so there's no reason for Lego to plan its demise.

Secretjedi

Seems an odd move. While I dont like it myself, a LOT of kids I see in stores are looking at those sets.

andhe

Personally, I think they've fallen into the classic trap of over-reimagining (if such a word exists) their characters. The current NRG figs look incredible dull and generic. I haven't followed the storyline, but will be interesting to see how they plan on continuing the line with the ninjas seemingly dehumanised.

A Ninjas vs Pirates line could be fun and produce some interesting characters, if they somehow return the Ninjas back to a simpler state.

sidersdd

I haven't followed the storyline, but will be interesting to see how they plan on continuing the line with the ninjas seemingly dehumanised.

Nevermind that one of them (Zane) was revealed to be a robot as well. Goofers.

princedraven

I think the reveal of a Pirate for the CMF series 8 is a strange choice if they are going to be the next up against the Ninja's. I know the Ninjago sets are a way off, but still think it is a bit strange personally.

MarkV

Hey, watch those spoilers! :) We just started watching...

mathew

I think the reveal of a Pirate for the CMF series 8 is a strange choice if they are going to be the next up against the Ninja's. I know the Ninjago sets are a way off, but still think it is a bit strange personally.

I read the CMF Pirate as a return of the Pirates theme, at least I hope.

thornie

I'm shocked. Shocked. Although, as someone that could not care less about the theme and has never purchased or even given a Ninjago set a second look, this news is a bit pleasing. It just really sucks for all of those kids that love the theme so much. I mean kids go crazy for this stuff, what is TLG thinking?

CCC

I'm shocked. Shocked. Although, as someone that could not care less about the theme and has never purchased or even given a Ninjago set a second look,

Even the fire temple?

princedraven

I have to say, I haven't seen anything to suggest it is 100% being discontinued yet:
We have a quote from Kevin saying it will be "ending 2012" then a backtrack that it will be "on the shelves in 2013. However, there are no plans beyond that"

- No plans beyond 18 months away doesn't suprise me, the market changes quickly why would they have firm plans that far in advance.
- He even states "like anything in our business can change".

I don't think it will be going until the sales drop off.

thornie

I'm shocked. Shocked. Although, as someone that could not care less about the theme and has never purchased or even given a Ninjago set a second look,

Even the fire temple?

*shrugs* Never liked Ninjas. In the never ending battle between Pirates and Ninjas (http://en.wikipedia.org/wiki/Pirates_versus_Ninjas). I've always been a Pirate kind of guy. :)

mcvitie

the Fire Temple must be one of the most overlooked sets out there! I don't have much love for Ninjago but it is is an amazing set and one of my favourite builds

Fizzlemesexy

^ The Fire Temple is the most praised set of last year by the toy industry. It won an award at Toy Fair this year-- probably why it's not discounted and still on the shelf.

I wouldn't be surprised if Ninjago gets extended to have as long of a run as Bionicle did. Ninjas and Monsters [or anything] are great. I get a feeling it's going to be the spinner set sales that will keep this theme going. I just hope to find the ninjas [and critters] I miss out on at a garage sale.

tamamahm

I mentioned earlier in this thread about the graphic novel Warriors of Stone coming out next year. There is now a book cover to go with it.
Maybe it is a bad assumption, but I'm guessing there is a minifig coming out that looks like one of those warriors on the cover.
http://www.amazon.com/Ninjago-Graphic-Novels-Warriors-Stone/dp/1597073784/ref=sr_1_1?ie=UTF8&qid=1345449151&sr=8-1&keywords=Warriors+stone+Ninjago

andhe

The cover is blank for me...

stoneboi

have the impression that only the kids look at ninjago sets, and adults buying them for the kids. never heard of adults buying the sets for themselves so far. but it is a sales generator for TLG. grab the kids' hearts, and you grab's the parents wallets...haha .....like mcdonalds....

personally, so far i bought the ninjago mech for my son, still unassembled. hes into Ben 10 more...lol

tamamahm

I am fairly certain there were people around here that bought the Ninjago fire temple for themselves.
Like any Lego line, I'm sure that this one also has it's adult collectors.

CCC

^^ A number of the ninjago sets have fantastic parts. And I liked the snake figures. The pirates will probably be good too, alternatives for pirate ships.

kez

Legends of chima sets look ninjagoish but they don't look really legoish, there's a few links to images of the upcoming sets on the Internet

stoneboi

CCC said:

^^ A number of the ninjago sets have fantastic parts. And I liked the snake figures. The pirates will probably be good too, alternatives for pirate ships.

yep, the snake figures look unique

madforLEGO

So is the new line coming out an extension/offshoot of Ninjago, or is it an entirely new theme?

Brickarmor

^That's probably the cliffhanger on which season 2 will end...!

BoiseState

Destiny's Bounty was good.

oldtodd33

I am the only one who read the line below the title in the link that said " the legends of Chima will replace Ninjago" ?

madforLEGO

oldtodd33 said:

I am the only one who read the line below the title in the link that said " the legends of Chima will replace Ninjago" ?

OK but 'replace' can mean different things.. do they mean a whole new theme that has absolutely nothing to do with Ninjago but is going to try to appear to the same audience? Or do they mean this is a direct offshoot of Ninjago that will become another TV series and line of sets with the same characters but different scenes?

Penkid11

^The former.