Silver Screen Makes Lego a hit With Christmas Shoppers, Says dooyoo.co.uk

PARIS, December 19, 2011 /PRNewswire/ --

The vintage toy brands association with film franchises - and a film of its own - has ensured continued growth from near bankruptcy in less than a decade

From a simple Yoda Keyring to the Wonders of the World, the toy industry has gone mad for all things that Lego offers this Christmas, says consumer reviews site dooyoo.co.uk.

The Danish toy brand, established 53 years ago, has enjoyed a renaissance in recent years, with steady growth that led to the brand reporting increased UK retail sales of 48% in 2010.

And alongside positive reviews from Lego users on dooyoo.co.uk - with 4 and 5 star reviews abounding for classic Lego City games and Duplo building blocks, as well as its newer innovations - profits were again up in 2011.

Reporting on the first six months of trading in 2011, profits were up 38% for the company, with a turnover of £242 million, according to a feature in London's Metro newspaper.

Many of the popular items positively reviewed on dooyoo.co.uk's lego section are tied to film franchises such as Lego Star Wars or other fictional entertainment releases. And it is in this link with the world of Tinseltown that Lego has really capitalized in recent years.

Despite facing bankruptcy a mere handful of years ago, the company has harnessed partnerships with franchises such as Harry Potter, seeing it recreate famous locations from the books and films, to great effect on young imaginations.

And the silver screen will soon be gaining its own recompense from association with Lego. An action-adventure Lego film, bought by Warner Bros in 2008, is currently in production.

The film is penciled for release in 2014, and will be directed by Phil Lord and Chris Miller, the pair behind Cloudy With a Chance of Meatballs.

According to Lord, the film will take place in the Lego universe and will make full use of its impressive stable of associate film franchises which include Star Wars, Pirates of the Caribbean and the aforementioned Harry Potter.

This is fantastic news for Lego fans on dooyoo.co.uk, who can anticipate a glut of new products to review and share opinions of online.

About dooyoo.co.uk

dooyoo.co.uk is the social shopping website with a strong community that provides  information regarding the online shopping experience, including reviews on products and shops, product details, prices and shop details to all online users. dooyoo's dynamic Internet platform helps consumers make informed purchasing decisions as a result of dooyoo members' collaborative commitment and involvement. The mixture of services - advice, bargain hunting and professional reviews - offers maximum comfort to everyone shopping online. The exchange of shopping tips and product reviews is the platform's special value. The dooyooCommunity's collective intelligence creates up-to-date independent product evaluations of more than 1.5 million products.

Matt Hopkins
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