The new line will be supported by an intensive campaign on TV and the press and a dedicated website
Following the successful Power Miners, Lego will launch in January 2010 a new team of explorers, this time equipped with high-tech underwater. Mission team: finding the legendary treasure of Atlantis hidden in darkness of the deep and protected by frightening sea creatures. The line, launched in January 2010, offers a highly differentiated vehicles underwater and marine platforms, new figures half man and half fish and new creatures. Will also be present in the pack, five unique keys that allow access to the treasure. Lego will support the launch with a massive marketing campaign (TV and print) and through an extensive program of materials for the store. In addition, starting in December 2009, will open a website dedicated to the new line - Atlantis.LEGO.com - with 3D content visible with special glasses in some of the packs.
Draykov wrote:If this is intended to replace Power Miners or Agents, I'd be a bit surprised. Those 2 lines, it seems to me (based on no empirical data beyond the "what's hot now" list on Shop@Home), have been doing rather well. But, Aquaraiders and Dino Attack didn't even last more than a single wave, so I guess it shouldn't come as any shock. Play themes turn around pretty quick these days.
Marty wrote:If Lego chooses to do something like an atlantis theme, at least read up on it!
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