Toy Fair 2023: LEGO Wows with Star Wars, Batman, Jurassic Park, and More!

LEGO does a phenomenal job of maintaining product lines for multiple licenses. This means that a trip down their aisle will most likely move you through virtually every media property you love. To think, it all started with Star Wars in 1999, and is still going strong.

I most enjoyed this set, mainly because the World War II Spitfire-inspired fighter from Ahsoka is a wonderful ship.
Of course, you can’t forget the classics – Yavin base
I also like how LEGO doesn’t forget its younger audiences
There was an understandable Ahsoka focus, given that is the most current show
I’m always partial to these gunships, though, maybe just out of prequel nostalgia
If you missed out on the HasLab Ghost, you can pick up the LEGO version!
This massive Chewbacca is delightfully textured and faithful to its LEGO parts

Expanding beyond Star Wars, LEGO also offers some great sets that reach back to the 1989 Batman film.

“Where does he get those wonderful toys?” From LEGO, apparently
It’s funny how I see Will Arnett in there, even when it’s Keaton
I feel this Batmobile combines the ’89 film with LEGO’s own style well

Pivoting to dinosaurs, LEGO is not ignoring the 30th anniversary of Jurassic Park.

“That is one big pile of [FAMILY PRODUCT]”
I don’t know why, but the whimsical nature of this film translates really well into LEGOs
The Jungle Explorer was a great vehicle, so bright and, the more you look at it, blood-soaked
Oh no! Not Newman!
They DO move in herds…if you buy multiple sets…

In the video game realm, LEGO is one of the few companies making product for BOTH Mario and Sonic.

Some of these sets contain codes on tiles that, when scanned by a phone, actually collect coins in an app
You can actually put the Sonic minifig into the ball and shoot him around the track

Outside of these pop culture properties, there were a few sets that I just thought were cool.

This one includes Disney villains AND a buildable VHS tape!
These sets were inspired by work LEGO did researching children’s dreams

There were also three sets on display that are actually getting released tomorrow, so – sneak peek:

These are for the film Wish
Here’s a better look at the smaller set behind the larger one above
As you can see, the company is using the LEGO Friends look for these minifigs, a branch of product they have done much to diversify in recent years

Ultimately, while most of LEGO’s offerings at Toy Fair were products already available, they did a good job of showcasing their brand’s variety. While there is no information on another big LEGO movie coming out (I asked), they have much in the works for current licensed and internal properties. Based on the Toy Trends Briefing at this year’s Toy Fair, that move seems smart, as the market for licensed pop culture toys is currently massive. As to the future, we’ll have to wait and see what emerges, but this stoked plenty of brand excitement.

Jonathan Alexandratos is a NYC-based toy writer. They cover toys, pop culture, and the intersection of both.

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