Lego Prince of Persia
Lego Prince of Persia (stylized as LEGO Prince of Persia) was a Lego theme based on the 2010 film Prince of Persia: The Sands of Time. It was licensed from Walt Disney Pictures and Jerry Bruckheimer Films.[2][3][4][5] The theme was introduced in 2010 and was discontinued by the end of 2011.
Overview[edit]
The focus of the product line was Prince Dastan battling against Nizam and Hassansin. Lego Prince of Persia aimed to recreate the main characters in Lego form, including Prince Dastan, Tamina, Nizam, Sheik Amar, Zolm and Hassansin.[5]
During Jake Gyllenhaal's appearance on Jimmy Kimmel Live!, Jake brought along his 18-inch tall Lego doll replicating his character Dastan from Prince of Persia and surprised the host Jimmy Kimmel with his own Lego doll designed to personally depict the late-night host.[6]
Development[edit]
Lego Prince of Persia was inspired by the 2010 film Prince of Persia: The Sands of Time. The Lego construction toy range was based on the film and developed in collaboration with Disney Consumer Products. The construction sets were designed to recreate the story and characters of the film in Lego form.[5]
Launch[edit]
The Lego Prince of Persia theme was launched at the American International Toy Fair in 2010. As part of the marketing campaign, The Lego Group released five Lego sets based on the film. Each set featured different Ostrich Race, Alamut market and Alamut castle.[7]
Promotion and release[edit]
In early 2009, Disney and Lego announced a multi-year plan to produce Lego sets based on Disney films. In a press release they announced plans for three Disney themes – Cars, Prince of Persia and Toy Story.[8] To coincide with the release of the new film, Prince of Persia: The Sands of Time, Lego released a short Lego animated film based on the events of the film. It was narrated by Jake Gyllenhaal who played Prince Dastan in the film.[9][10]
Reception[edit]
In 2011, The Lego Group reported that due to the Lego Toy Story, Lego Prince of Persia, Lego Pirates of the Caribbean and Lego Cars 2 lines, it had for the first time in its 50-year history in the American market surpassed $1.0 billion in consumer sales of Lego products, reaching its highest share of construction toys and total U.S. toy market ever.[16]