Lego Ninjago is a Lego theme that was created in 2011 and a flagship brand of The Lego Group. It is the first theme to be based on ninja since the discontinuation of the Lego Ninja theme in 2000. It was produced to coincide with the animated television series Ninjago, which was superseded in 2023 by a new series titled Ninjago: Dragons Rising.
The theme originally focused on a group of six teenage ninja, led by the legendary Green Ninja, Lloyd Garmadon. The ninja characters are “Elemental Masters”, which means that they each possess elemental powers. They are also trained in the fictional martial art of “Spinjitzu” by their ancient and wise teacher, Master Wu, giving them the ability to fight against the forces of evil. In 2023, new characters were introduced for the replacement series.
Ninjago enjoyed phenomenal popularity and success in its first year, and a further two years were commissioned before a planned discontinuation in 2013. However, after a brief hiatus, the line was continued after feedback from fans and has been in production ever since. The Lego Group developed the theme into a media franchise aimed primarily at young boys and pre-teenage boys, which has produced books, video games and theme park attractions. The popularity of the TV series and the toy line resulted in the production of The Lego Ninjago Movie, released in 2017, which was the third film in The Lego Moviefranchise. On January 14, 2021, the Ninjago theme celebrated its tenth anniversary, making it one of The Lego Group’s longest-running and most successful original brands.
The Ninjago line is one of The Lego Group’s most popular brands with young boys. In 2011, the Toy Retailers Association listed the Fire Temple set on its official list of ‘dream toys’ for the festive season, which predicted the 12 products that would be the bestsellers in that year. In September 2011, Marketing Week listed the first wave of Ninjago spinners as one of the top ten bestselling toys of the year. In 2012, toy retailer Toys “R” Us included the Ninjago Epic Dragon Battle set (9450) on its annual Hot Toy List, which it considered to be a cross-section of the best new toys of the season. In the same year, Ninjago ranked as one of the top five Lego properties of 2012, which together accounted for 50 per cent of all construction sets sold in the U.S. in that year. In 2014, the ninth volume in a series of Ninjago graphic novels by Greg Farshteytitled Night of the Nindroids entered The New York Times Graphic Novel Bestseller List at the top position, the eighth volume in a total of 12 to do so, and passed the mark of 2 million sales for the series. In 2015, the Ninjago line was listed as one of the top five bestselling themes in The Lego Group’s Annual Report. In 2016, Toys “R” Us included the Ninjago Samurai X Cave Chaos set (70596) on its list of top toys for Christmas 2016. In the same year, Ninjago was listed as one of the top themes driving revenue in The Lego Group’s 2016 Annual Report. Ninjago was also listed as one of the top selling themes in the 2017 Annual Report. The popularity of the Ninjago theme continued through to 2018, when it was named as one of the year’s best selling themes, despite an overall fall in profits for the company in 2017. In September 2019, Ninjago was listed as one of the top selling themes driving revenue growth in the first half of 2019. Due to the long-term popularity and indefinite continuation of the Ninjago line, the brand is described as an annual evergreen Lego product range. Ernie Estrella for Syfy Wire commented that Lego Ninjago, “is one of Lego’s long running, home-grown franchises, and is arguably its most successful one.”
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Le journal du peintre 2 