Toys R Us Working with Legos for Movie PR


Toys R Us has taken on a unique project, working Legos for their upcoming The LEGO Movie. Yes, the popular toy beloved by millions is making its way onto the big screen. The movie will feature their animated style of characters based off toy sets and video games that the brand created, which Toys R Us sells. So it made perfect sense for the brands to team up together to offer a line of products based off the movie. Here is the official press release regarding the news.

The movie opens everywhere on February 7th, while the new toys are launched on January 30th.

Toys”R”Us® Builds Fan Excitement For The Upcoming Theatrical Release Of “The LEGO® Movie” With The Introduction Of All-New Products Inspired By The Highly Anticipated Film

The Toy Authority Constructs Dedicated Feature Shop and Plans Special Events in Stores Nationwide to Celebrate the First-Ever Full-Length Movie Based on the Iconic Brand

WAYNE, N.J., Jan. 21, 2014 /PRNewswire/ — In anticipation of the theatrical release of “The LEGO® Movie” on Friday, February 7, Toys”R”Us® will serve as a go-to destination for building enthusiasts excited to recreate their favorite scenes from the first-ever full-length LEGO adventure film. Customers will find the latest movie-inspired products in a dedicated feature shop in Toys”R”Us stores nationwide beginning Thursday, January 30. Additionally, these all-new items are now available online at To help fans of all ages celebrate further, all Toys”R”Us stores will host a special event, as well as offer exciting gifts with purchase and a chance to win prizes, while supplies last.*

“LEGO construction sets prove to be perennial favorites among our customers, and in recent years, those that allow kids and collectors to bring moments from entertainment properties to life have gained in popularity,” said Lisa Harnisch, Senior Vice President, General Merchandise Manager, Toys, Toys”R”Us, U.S. “LEGO products have even influenced TV shows and movies with the introduction of Ninjago: Masters of Spinjitzu on Cartoon Network and now ‘The LEGO Movie.’ One thing is certain, the LEGO brand is engrained in pop culture, and we are thrilled to offer enthusiasts of all ages the broadest assortment of LEGO sets, exclusive items and special events so they can experience the magic of building right in our stores.”

On-Screen Action Brought to Life – Brick-by-Brick – with Latest LEGO Movie Merchandise
Beginning Thursday, January 30, through March, shoppers across the country will discover a dedicated feature shop in Toys”R”Us stores filled with brand-new products inspired by epic scenes and fan-favorite characters from “The LEGO Movie.” The themed shop will showcase nearly 20 items, from playsets that replicate action-packed adventures, to all-new minifigures and vehicles. Fans can join Emmet, an ordinary LEGO minifigure, on his quest to stop an evil LEGO tyrant from gluing the universe together. “The LEGO Movie” items currently available in-store and online at include:

The LEGO Movie Rescue Reinforcements
Available exclusively at Toys”R”Us stores nationwide and online at, avid builders will enjoy ambushing the biggest Micro Manager from the ground and air after constructing this 859-piece set. Ages 8 to 14 years.

The LEGO Movie Melting Room
With this 122-piece set, younger LEGO lovers can help Wyldstyle free Emmet from the Melting Room and the custody of Lord Business’ Robo Police. Ages 6 to 12 years.

The LEGO Movie Cloud Cuckoo Palace
LEGO enthusiasts can join Emmet and Wyldstyle, and meet Unikitty, who leads all the Master Builders in this 197-piece playful paradise, while trying to avoid Lord Business’ Executron, who is ready to capture Emmet after trailing the crew. Ages 7 to 14 years.

The LEGO Movie Castle Cavalry
Builders will enjoy recreating the action of an exciting movie scene with this 424-piece set. With an impenetrable castle that turns into an armored cavalry, protecting innocent civilians from the wrath of Lord Business and his men is all in a day’s work for Emmet. Ages 8 to 14 years.

The LEGO Movie Metal Beard’s Duel
With this 412-piece set, “The LEGO Movie” fans can help Metal Beard, who lost his body parts in a previous battle with Lord Business and rebuilt himself with old ship scraps, to overtake one of Lord Business’ Micro Managers. Ages 8 to 14 years.

LEGO Lovers Assemble! Toys”R”Us Builds Excitement with Savings and Special Events
To mark the official release of the “The LEGO Movie” in theaters, Toys”R”Us will engage building enthusiasts in the following ways:

Gifts with LEGO Product Purchases: Beginning Sunday, February 2, customers who make a $50 or more LEGO construction purchase in-store will receive a complimentary ticket to see “The LEGO Movie” in theaters, while supplies last. Plus, on Saturday, February 8, those who purchase “The LEGO Movie” video game for Nintendo 2DS will receive a $15 Toys”R”Us Gift Card, while supplies last.**
Calling all Little Builders for “The LEGO Movie” In-Store Event: Toys”R”Us stores nationwide will host a special event from 12 noon – 2pm on Saturday, February 8, during which aspiring builders can construct – and take home – Emmet’s car. Plus, customers can try out the all-new “The LEGO Movie” video game on Nintendo 2DS.*
Prizes and Surprises: As part of the February 8 in-store event, attendees can enter a raffle to win one of two exciting prizes. One lucky winner at each Toys”R”Us location will receive a $10 Toys”R”Us Gift Card, while a second winner will receive the Lord Business’ Evil Lair construction set.
And, Congratulations to the Toys”R”Us Fans & Friends Sweepstakes Winner: Earlier this month, customers across the country were invited to enter for a chance to win a trip for four to the Los Angeles premiere of “The LEGO Movie.” Congratulations to Tracy B. from Indiana, who will enjoy this once-in-a-lifetime experience!
For the latest information surrounding “The LEGO Movie” products, special events and more, customers can visit the Toys”R”Us Facebook fan page at, Pinterest page at or follow on Twitter and Instagram (@Toysrus).

About Sarah Peel

Sarah Peel is a freelance writer/blogger who has written for many sites and is the owner of Miss Virtual Reality

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