Lego’s largest ever Hamley’s window display for Chima

Published on: 2nd January 2013

Lego Chima launched on Tuesday 26th December 2012 by unveiling a Legends of Chima takeover of Hamley’s iconic Regent Street store window.

From Boxing Day 2012 until 8th February 2013 the display will be on show to capture the high footfall experienced during the key Christmas sales period. The new IP brand rolled out in UK stores on 26th December 2012.

The window display will showcase the Legends of Chima universe including two 2.9-metre models of Chima’s two main characters, Laval the Lion and Cragger the Crocodile. To add further to the theatrical display, it will come complete with a 3D sculpt of Mount Cavora with lit waterfalls, mushrooms, surrounding rocks on a mossy mound and a lit Lego brick built pool.

All four windows of Hamleys will be taken over by the new Lego Legends of Chima brand along with a Lego Friends display with its own 2-metre character models.

Launched as a multi-level play experience, Lego Legends of Chima is a complete Lego entertainment franchise. Following in the footsteps of Ninjago, Chima is the big bang for Lego in 2013 and is set to top Ninjago sales by 30% in 2013.

Lego Chima spokesperson, Sally-Anne Weekes, said: “Creating the biggest ever window display for the launch of the Legends of Chima in such an iconic location is a fantastic feat. From the 2.9-metre character models to the Chima universe back drop complete with waterfalls, it truly will be an amazing spectacle for shoppers this festive period.”


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