Sunroom Desk

The LEGO Group and Glendale-based Disney Consumer Products are currently developing LEGO sets based on Disney/Pixar’s Toy Story and Cars, and Prince of Persia. The toys are set to appear in early 2010. The companies announced the strategic partnership during February’s American International Toy Fair.

During shopping trips to the Galleria over the years, I’ve tried to avoid The Disney Store. When kids along with me on shopping trips have persuaded me to walk inside, I’ve usually marveled (and despaired) at the goods available for purchase. What can a child actually do with most of these (Made in China) products once they have them, other than wear princess and other costumes over and over (which I see children doing), or use the totes or lunch boxes as such?

Disney does market high-tech interactive toys, such as robotics toys based on last year’s movie Wall-E. The top-line toy in this 2008-released series was Ultimate Wall-E, which retailed at $189.99 and featured 10 motors, remote control, and touch programming. These robotics bloggers considered it a challenge. This LEGO blogger/robotics fan decided to just build his own LEGO Wall-E with electronics (proving my point below).

LEGO also has a brand retail store at the Galleria. This store is easier for a weary consumer to endure. Open building areas with bricks invite children to play in the store. Shelves are filled with construction kits for all ages. Kids can build LEGO sets according to directions, or construct an original scene, building, vehicle, or creature. They can sort, calculate, deconstruct, rebuild and assess the results of their experiments. LEGO is the ultimate low-tech, high-creativity interactive learning toy. This is a great strategic move for Disney Consumer Products.

The Cars and Toy Story franchises will be LEGO Duplo sets geared to younger kids – these sets have larger (and fewer) parts. Prince of Persia will feature standard LEGO system building bricks.