Booth #1335 champions the importance of play for all from March 1 - 4
NEW YORK, March 1, 2025 /PRNewswire/ -- Today, the LEGO Group unveils its largest product portfolio at Toy Fair 2025, highlighted by the first sets from the newly revealed LEGO® Bluey™ theme in partnership with BBC Studios. The 2025 LEGO product assortment includes more than 340 sets across 30 themes, further affirming the company's promise to provide building experiences for fans of all ages to explore the limitless possibilities of hands-on play. From March 1-4, attendees can explore a world of play possibilities and highlights from the full year portfolio at booth #1335 at the Jacob K. Javits Convention Center.
"Championing the power of play is core to the LEGO brand," said Jared Carr, Senior Vice President, Americas Market Group, the LEGO Group. "Designed for builders of all age groups, our newest portfolio appeals to a wide range of interests and passion points, enabling children and adults to imagine and create through LEGO play."
In 2025, the LEGO Group will continue its commitment to inspire the builders of tomorrow. According to the 2024 LEGO Play Well Study, 89% percent of children report that playing with LEGO bricks helps them learn, 97% of parents believe that playing with LEGO products can help children develop a growth mindset and 87% of adults say LEGO play improves their brain functionality.
One highlight from the portfolio unveiled at Toy Fair 2025 includes the first five sets from the LEGO Bluey collection, including two LEGO DUPLO® sets and three LEGO 4+ sets, bringing the animated television series to life in LEGO brick form for the first time. The eagerly awaited product line will be available via LEGO stores, LEGO.com and Amazon starting June 1. Featured in the new theme are:
- LEGO DUPLO Bluey Ice Cream Trip with Bluey, 10458 (2+): Jump in the Heeler family car and join Bluey and Dad on a trip for ice cream. Preschoolers develop color-sorting skills and learn to recognize numbers as they match scoop colors with the flavors.
- LEGO DUPLO Bluey's Family House with Memory Game, 10459 (3+): First toddlers build the house and act out Heeler family life, and then the memory games begin. Parents hide items and figures behind the windows of the house. Toddlers twist the spinner to see which paired items they need to find. To make the match, they open the windows and use memory skills to remember where their pair is hiding.
- LEGO Bluey Playground Fun with Bluey and Chloe, 11201 (4+): This versatile preschool playground toy features minifigures of TV dogs Bluey and Chloe in a vibrantly colored playground, complete with seesaw, slide, jungle gym and rotating pelican ride. There are also three plants for the characters to jump between, a tower with a telescope and a picnic area with drinks and cakes.
- LEGO Bluey: Bluey's Beach & Family Car Trip, 11202 (4+): Pack the car for a fun day at the beach with Bluey, Bingo and Mum. Choose a nice spot under the palm tree, splash on the sunscreen, then it's time to play. Bluey buries her legs in sand to make a mermaid tail and Bingo builds a sandcastle (it's so good, a crab makes it its home!) while Chilli, Bluey's mum, relaxes under the parasol. Grab an ice cream from the cooler, then… who's ready for surfing?
- LEGO Bluey: Bluey's Family House, 11203 (4+): Step inside Bluey's iconic home! Start in the playroom with the cool kiwi rug and role-play food stall. At the top of the house is Bluey and Bingo's bedroom, where Chattermax sits waiting. Can you spot the Queen's throne? There are many rooms to explore, including Mum and Dad's bedroom and the kitchen. In the backyard, under the tree are snacks, a barbecue and a balloon to play 'keepy uppy' with.
"We are over the moon to bring the fun of Bluey to life with our new LEGO 4+ and LEGO DUPLO sets. Just like Bluey and her family, these sets are all about having 'Heaps of Fun' and encouraging children and families to explore their creativity and imagination, all while learning through play" said Roberta Cardazzo, Design Manager on new LEGO DUPLO Bluey sets. "We hope families everywhere will enjoy building and playing together, creating their own memorable adventures!"
At Toy Fair 2025, the LEGO Group will also be unveiling the LEGO Ideas River Steamboat set, a new intricately detailed 4,090-piece model designed for adult builders 18+ and history enthusiasts alike. Designed as part of the LEGO Ideas program, the set consists of a detailed pilothouse, crew cabin, and bathroom on the texas deck; a lively music stage and restaurant on the main deck; and a kitchen and museum on the boiler deck. This engaging model includes functional elements such as a working paddle connected to a 'steam' engine, a rudder activated by the ship's wheel, and removable decks for easy access to the interior. This set will be available at LEGO Stores and at LEGO.com only upon initial release on April 10 (available to LEGO Insiders starting April 7).
Further, expanding upon the LEGO | Marvel collection is the newly revealed LEGO | Marvel Avengers: Endgame Final Battle set. Builders can recreate the iconic final showdown from Marvel Studios' Avengers: Endgame, flying into battle through sling ring portals with Captain America, Iron Man, a supersized Ant-Man mech, Wanda Maximoff, Doctor Strange, Iron Spider, Black Panther and Falcon minifigures to take on Thanos and his evil horde. The versatile set, designed for ages 10 and up, tests an array of heroic powers, allowing builders to rearrange the structure and characters to enhance play-and-display possibilities.
Among the other sets on display will be the LEGO Creator 3-in-1 series, reinforcing the company's commitment to appealing to all price points. This series is favored for its affordability and high play value, allowing builders to create three sets from one. Sets in the LEGO Creator 3-in-1 series include LEGO Wild Animals: Panda Family and Space Robot.
Rounding out the LEGO Group's on-site portfolio, the company is showcasing new building sets on-site in themes including the LEGO Botanicals Collection, LEGO Disney, LEGO Technic™, LEGO Star Wars️™ and many more.
More Information
All products on display at the show, including first-time reveals, can be found at LEGO.com. For more information on the LEGO Group activities at Toy Fair March 1-4, 2025, contact press@america.LEGO.com.
About the LEGO Group
The LEGO Group's mission is to inspire and develop the builders of tomorrow through the power of play. The LEGO System in Play, with its foundation in LEGO bricks, allows children and fans to build and rebuild anything they can imagine.
The LEGO Group was founded in Billund, Denmark in 1932 by Ole Kirk Kristiansen, its name derived from the two Danish words LEg Godt, which mean "Play Well."
Today, the LEGO Group remains a family-owned company headquartered in Billund. Its products are now sold in more than 120 countries worldwide. For more information: www.LEGO.com.
About BLUEY
The series follows Bluey, a loveable, inexhaustible, Blue Heeler dog, who lives with her Mum, Dad and her little sister, Bingo. Bluey uses her limitless energy to play games that unfold in unpredictable and hilarious ways, bringing her family and the whole neighbourhood into her world of fun.
Bluey is produced by Ludo Studio for ABC KIDS (Australia) and co-commissioned by ABC Children's and BBC Studios Kids & Family. Financed in association with Screen Australia, Bluey is proudly 100% created, written, animated, and post produced in Brisbane Queensland, Australia, with funding from the Queensland Government through Screen Queensland and the Australian Government. BBC Studios Kids & Family hold the global distribution and merchandise rights.
In Australia, the show is broadcast on ABC. The series airs and streams to U.S. and global audiences (outside of Australia, New Zealand and China) across Disney Channel, Disney Jr. and Disney+ through a global broadcasting deal between BBC Studios Kids & Family and Disney Branded Television.
About BBC Studios Brands & Licensing
The BBC Studios Brands & Licensing division is the driving force in extending BBC Studios IP through innovative brand extensions, fostering deep fan engagement worldwide. Partnering our iconic brands - including Doctor Who and Bluey - with the world's biggest brands, promoters and publishers, ignites the imagination of fans and creates memorable brand-fame moments. Our diverse portfolio spans consumer products, live entertainment, gaming and publishing, while BBC Studios Digital drives over 1 billion views per month, offering advertising and branded content opportunities. Supported by award-winning teams, we focus on finding visionary opportunities to enhance global brand impact and digital growth.
STAR WARS and related properties are trademarks and/or copyrights, in the United States and other countries, of Lucasfilm Ltd. and/or its affiliates. © & TM Lucasfilm Ltd.
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SOURCE The LEGO Group
