The company has bitten off 67 per cent of the UK toy share for the box office blockbuster thanks to its line of popular sets.

Jurassic World line performing better than expected, says LEGO

Jurassic World has surprised movie analysts with its incredible performance at the box office, and LEGO has also been taken aback by the success of its accompanying sets.

The film debuted in June with an opening weekend of £19.35m, the biggest opening to date in the UK this year. Two months later and it’s on track to become the tenth biggest film of all time.

With Jurassic World showing no sign of losing momentum on the big screen, LEGO has told that the brand is already outperforming its initial estimates.

“LEGO Jurassic World is performing above our initial expectations and is experiencing strong sales within the overall toy market,” said LEGO UK brand manager Peter May.

“The brand has a 67 per cent share of the Jurassic World toy property in the UK and since launching is the number nine new property within the total toy market for June (NPD June EPOS).”

Looking ahead, LEGO also has a Jurassic World expansion pack for LEGO Dimensions on the way.

The game hits shelves?on September 29th and sales of Jurassic World merchandise will look to receive a further boost with the launch of the DVD and Blu-ray on October 19th.

Alongside the sets, LEGO has also backed the movie with the LEGO Jurassic World video game, which has sold particularly well on Xbox 360 thanks to the kids and family market, many of whom are yet to upgrade to the Xbox One and PS4 consoles.

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