Image credit: Warner Bros.
Warner Bros Interactive Entertainment, the video game publishing arm of Warner Bros, has differentiated itself from other movie studios with the success of the LEGO and Batman Arkham video games franchises. Sales and marketing representative Spencer Crossley said in an MCV article that the LEGO franchise has sold more than one million units since 2013.
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The company has sold 1.6 million LEGO games, said Crossley, “LEGO is currently the second biggest game franchise in 2014 year-to-date, in terms of units sold, with 420,200 units [on February 7]. LEGO is the second biggest toy company and the ninth biggest video games franchise in the world, so there is good room for more growth in our sector.”
Part of the reason LEGO did so well, according to Crossley, is the use of digital to grow its physical business, listening to customers, taking advantage of the latest trends, making the most of its back catalog and developing new mobile companion apps.
It also helped, at least in our perspective, that the LEGO brand stood the test of time and that Warner Bros. was fortunate enough to ride on its coattails.