Probably not, which is why Lego is making a big production out of a new property called Ninjago. Think "production" as in movie production. The company has enlisted writers Kevin and Dan Hageman, who wrote the Sony Animation pic Hotel Transylvania, to create a backstory for the line, which centers around four young ninjas who train under the watchful eye of Sensei Wu. They go on to master the ancient martial art of Spinjitzu to save the world from the evil Lord Garmadon.
The new Lego line, which rep Julie Stern says is unprecedented in its size and scope for the company, can be played in three ways: via product, which begins appearing on shelves today, on a Nintendo DS game available in April, or as part of the Lego Universe, a massively multiplayer online game that the company introduced in October.
For the latter, starting later this month, Lego Universe participants can learn the Ninjago legend by unlocking a new adventure zone, Crux Prime, within the Universe. A Cartoon Network one-hour special, Ninjago: Masters of Spinjitzu on January 14, will also get the word out.
Jim Silver, the editor-in-chief of TimetoPlayMag.com, says that although there are risks with any new property, Lego's huge base of fans will probably take to the line. "Lego has been so successful in the videogame world and there are so many collectors — from younger kids all the way to adults that there are a large number of people who will move online to play," Silver says.
Lego, Silver adds, was able to ride out the recession thanks to its loyal fans, who created a huge amount of user-generated content on YouTube for the brand. "They have created a lot of amazing things that Lego couldn't create themselves."