Emart·SSG.com Collaborate with Lego Korea to Launch 20,000 Units of 4 Lego Avatar Sets
First Avatar Lego Released in 13 Years Ahead of 'Avatar' Sequel Premiere
[Asia Economy Reporter Yuri Kim] The highest-grossing film of all time worldwide, 'Avatar,' has been released as a LEGO set for the first time in 13 years ahead of the year-end release of its sequel, 'Avatar: The Way of Water.'
Emart and SSG.com announced on the 3rd that, in celebration of the re-release of the remastered 'Avatar' film after 13 years and ahead of the sequel's premiere, they have partnered with LEGO Korea to exclusively launch four types of the 'LEGO Avatar' series.
The four LEGO Avatar series sets introduced by Emart and SSG.com are limited to a total of 20,000 units and can only be purchased at Emart stores nationwide, SSG.com, and official LEGO stores.
The four LEGO Avatar series sets being sold this time intricately and precisely recreate the Pandora planet and the Na'vi tribe from the first Avatar film, as well as key scenes from the movie. The flagship product is the 'Avatar: Toruk Makto and the Tree of Souls' set. It includes a 24cm tall and 39cm wide Toruk figure (excluding wings) in a standing position, a 22cm tall Tree of Souls, four mini-figures, and one Direhorse figure.
Additionally, they are offering sets that vividly reproduce popular scenes from the movie, such as 'Neytiri and Thanator VS AMP Suit Quarry,' 'Jake and Neytiri's First Banshee Flight,' and 'Floating Mountain-Site 26 and RDA Samson.'
The reason Emart exclusively offers the LEGO Avatar series is that LEGO series recreating iconic scenes from popular movies have received great responses from customers. For example, the 'LEGO Harry Potter 20th Anniversary Series' of four sets, exclusively launched by Emart in June last year, sold about 1,600 units in just one month and achieved over 10,000 units sold within about seven months by the end of last year.
The 'LEGO Star Wars Series,' also sold exclusively by Emart, has continued its popularity with over 15,000 units sold from January to September this year.
Emart is expanding its collaboration with LEGO Korea in line with the steady popularity of block toys loved by all ages. Last year, Emart's block toy sales increased by 4.7% compared to 2020, and sales from January to September this year rose by 4.5% compared to the previous year.
Due to the consistent popularity of block toys, Emart has operated official LEGO stores not only at Starfield Goyang but also at Emart Wolgye and Emart Yeongdeungpo (Times Square) since 2020. An Emart representative said, "We plan to continue various collaborations with LEGO Korea to expand the block toy market that everyone, regardless of age or gender, can enjoy."
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