Lego Elves

Last updated

Lego Elves
Lego Elves.png
SubjectElves
Licensed from The Lego Group
Availability2015–2019
Total sets42 [1]
Characters
  • Emily Jones
  • Naida
  • Farran
  • Azari
  • Aira
  • Sophie Jones
Official website
TV SeriesLego Elves
Lego Elves: Secrets of Elvendale

Lego Elves was a Lego product line produced by The Lego Group that was launched in 2015. [2] [3] It was accompanied by the Lego Elves animated television series and webisode series that began with a mini-movie titled Unite The Magic, which was released on the Lego YouTube channel, and on Netflix. The product line was based on the storyline of the animated series, which follows the adventures of a character named Emily Jones who travels to a magical land called Elvendale. The theme aimed to introduce a fantasy element to girl-focused Lego products. It was eventually discontinued by 2019.

Contents

Overview

The Lego Elves theme was underpinned by the storyline of its accompanying animated television series titled Lego Elves and Lego Elves: Secrets of Elvendale. Both the Lego toy line and the animated series targeted the girls market. The series focuses on a human girl named Emily Jones, who inherits a magical amulet from her grandmother and travels through a portal to a magical realm called Elvendale. The storyline relates how she meets four elves with elemental powers (fire, earth, air and water) who help her to return home. [4]

Development

Following the success of Lego Friends and Lego Disney Princess, The Lego Group aimed to launch another Lego theme targeted at the girls market. In contrast to the contemporary setting of Lego Friends, Lego Eves aimed to introduce a fantasy setting into girl-focused Lego toys. The theme was developed after testing several story ideas with girls around the world. [5]

Launch

The Lego Elves theme was announced on 12 February 2015 at the American International Toy Fair. The toy line began with the release of eight toy construction sets that introduced the main elves and their home environments and these began to launch in March 2015. [6] An official teaser for the animated series was released on the Lego YouTube channel on 15 December 2014. [7] This was followed by the release of a trailer on 19 February 2015. [8]

Characters

Main

Humans

Elves

Toy line

According to Bricklink The Lego Group released 42 toy construction sets for the Lego Elves theme between 2015 and 2018. [23] The product line was eventually discontinued by 2019. [24]

2015

2016

In March 2016, six playsets were announced for the 2016 summer wave, including Emily Jones and the Baby Wind Dragon, The Water Dragon Adventure, Elvendale School of Dragons, The Starlight Inn, Fire Dragon’s Lava Cave and The Secret Market Place. [25]

2017

The Lego Elves summer 2017 playsets were revealed at New York Toy Fair and included Azari and The Goblin Forest Escape, Rosalyn's Healing Hideout and Breakout from the Goblin King's Fortress. [26]

2018

Five playsets were launched in January 2018 as part of the 2018 Lego Elves wave, which included Emily Jones and The Eagle Getaway, Naida and The Water Turtle Ambush, and Noctura's Tower and the Earth Fox Rescue. [27]

Animated series

Lego Elves (2015)

Lego Elves
Also known asElves
Written byBarbara Haynes, Morten Brunbjerg, Villads Spangsberg.
Voices of
Country of originDenmark
Original language English
Production
Production companyJa Film
Distributor The Lego Group

An animated television series, Lego Elves, was produced by Ja Film in Aarhus, Denmark. In the United States, the first episode titled Unite The Magic was first shown on 8 March 2015 on Disney Channel. The second special titled Dragons To Save Time To Be Brave was shown on March 6, 2016 as a two-part special on Disney Channel. A sequel to Dragons to Save Time to be Brave, titled Down a Dark Path was shown on August 14, 2016 on Disney Channel. [ citation needed ]

Episodes

Lego Elves episodes
No.
overall
No. in
season
TitleDirected byWritten byOriginal air dateU.S. viewers
(millions)
TBA1"Unite The Magic"Rune ChristensenBarbara HaynesMarch 8, 2015 (2015-03-08)N/A
Shortly after the death of her grandmother, Emily Jones receives an amulet that teleports her to the parallel universe of Elvendale. There, she befriends four elves who assist in her quest to return home.
TBA2"Dragons to Save, Time to be Brave"Rune ChristensenBarbara HaynesMarch 6, 2016 (2016-03-06)N/A
Emily and her elf friends rescue the Queen of the Dragons from an evil elf Ragana.
TBA3"Down a Dark Path"Rune ChristensenBarbara HaynesAugust 14, 2016 (2016-08-14)N/A
Ragana tries to corrupt Naida into becoming evil to cause discord among the elves.

Critical reception

Jenny Nixon for Common Sense Media gave the series a three-star rating, commenting, "This series is jam-packed with little girl bait - sparkling rainbow oceans, a flowing-haired Pegasus or three - and though the plot has a similar amount of depth, there's still something kind of fun about it. The quests Emily and her elf friends go on can be a tad generic, sure, but it's always nice to see a show with a high percentage of female characters, most of whom jump right in on the action and don't need a boy (or boy elf) to lead the way." [4]

Lego Elves - Webisodes (2015-2017)

The Lego Elves webisodes were released on the Lego YouTube channel and later combined into episode compilations. Episodes compilation 1-8 was released on 30 April 2018. [28] Episodes compilation 9-17 was released on 7 May 2018. [29] Episodes compilation 18-25 was released on 14 May 2018. [30] Episodes compilation 26-33 was released on 21 May 2018. [31]

Lego Elves webisodes
No.
overall
No. in
season
TitleOriginal air date
TBA1"Crushing It"July 8, 2015 (2015-07-08)
TBA2"Crib Notes"July 6, 2015 (2015-07-06)
TBA3"Elves Got Talent"August 6, 2015 (2015-08-06)
TBA4"Never Cave"July 6, 2015 (2015-07-06)
TBA5"Another Kind of Magic"November 3, 2015 (2015-11-03)
TBA6"Safety First"March 4, 2016 (2016-03-04)
TBA7"The Dragon Whisperer"March 4, 2016 (2016-03-04)
TBA8"Drag Race"May 5, 2016 (2016-05-05)
TBA9"Rumor Has It"May 7, 2016 (2016-05-07)
TBA10"Born To Do It"May 9, 2016 (2016-05-09)
TBA11"The Struggle Is Real"June 7, 2016 (2016-06-07)
TBA12"No Pain Just Gain"June 13, 2016 (2016-06-13)
TBA13"One Is More Fun"June 21, 2016 (2016-06-21)
TBA14"Hairy Styles"June 21, 2016 (2016-06-21)
TBA15"Point of View"July 27, 2016 (2016-07-27)
TBA16"Crystal Clear"July 27, 2016 (2016-07-27)
TBA17"Change From Within"July 27, 2016 (2016-07-27)
TBA18"Sophie's Capture"March 7, 2017 (2017-03-07)
TBA19"Welcome to Elvendale"March 7, 2017 (2017-03-07)
TBA20"Evil Apprentice"March 7, 2017 (2017-03-07)
TBA21"How I Lost My Mother"March 7, 2017 (2017-03-07)
TBA22"Goblin Talent Show"March 7, 2017 (2017-03-07)
TBA23"How To Build a Sweet Ride"March 7, 2017 (2017-03-07)
TBA24"Dragon Tale"March 7, 2017 (2017-03-07)
TBA25"Teamwork"March 7, 2017 (2017-03-07)
TBA26"Sophie's Point of View"August 10, 2017 (2017-08-10)
TBA27"Queen of the Forest"August 10, 2017 (2017-08-10)
TBA28"Potions in Motion"August 10, 2017 (2017-08-10)
TBA29"Sizeable Refreshment"August 10, 2017 (2017-08-10)
TBA30"Bring the Heat"August 10, 2017 (2017-08-10)
TBA31"Goblin Intern"August 11, 2017 (2017-08-11)
TBA32"The Confrontation"August 11, 2017 (2017-08-11)
TBA33"The Final Battle"August 11, 2017 (2017-08-11)

Lego Elves: Secrets of Elvendale (2017)

Lego Elves: Secrets of Elvendale, a Netflix series produced by Studio Mir and animated by Production Reve, was released on September 1, 2017. [32] [33] [34]

Episodes

Lego Elves: Secrets of Elvendale episodes
No.
overall
No. in
season
TitleDirected byWritten byOriginal air dateU.S. viewers
(millions)
TBA1"Uninvited Guest"Kalvin LeeNicole Dubuc, Barbara Hynes, Brian HohlfeldSeptember 1, 2017 (2017-09-01)N/A
When Emily returns through the portal to Elvendale, she is unaware that her little sister Sophie has followed her. The elves save an earth elf named Cronan from the goblins, who is secretly the Goblin King.
TBA2"The Goblin King"Kalvin LeeNicole Dubuc, Barbara Hynes, Brian HohlfeldSeptember 1, 2017 (2017-09-01)N/A
Sophie discovers that Cronan is secretly plotting to take Emily's amulet and he captures her. Emily and the elves decide to find her at Cronan's fortress but are trapped by a goblin along the way.
TBA3"The Watcher"Kalvin LeeNicole Dubuc, Barbara Hynes, Brian HohlfeldSeptember 1, 2017 (2017-09-01)N/A
Emily and the elves are saved from the trap by a hooded elf named Rosalyn and follow her to her home in the Dark Forest. She agrees to help them find Sophie if they heal her dragon, Sapphire.
TBA4"The Worst Prisoner Ever"Kalvin LeeNicole Dubuc, Barbara Hynes, Brian HohlfeldSeptember 1, 2017 (2017-09-01)N/A
Cronan builds a portal, while Rosalyn guides the elves through the Dark Forest. Rosalyn reveals that she is the Queen of the forest whom Cronan tricked and stole her throne. Cronan sends a shadow creature named Darknicity to find Emily and retrieve her amulet, so that he can open the portal and save his mother.
TBA5"Shadow Walker"Kalvin LeeNicole Dubuc, Barbara Hynes, Brian HohlfeldSeptember 1, 2017 (2017-09-01)N/A
The elves reach the fortress but are forced to flee from the goblins and are hunted by Darknicity. At Rosalyn's home they discover a secret photo of Rosalyn and Cronan.
TBA6"Secrets"Kalvin LeeNicole Dubuc, Barbara Hynes, Brian HohlfeldSeptember 1, 2017 (2017-09-01)N/A
Cronan plots to capture the elves and sends the goblins to mine crystals from the forest. The elves decide to restore the magic to the forest. Naida goes to Cronan's fortress alone and attempts to befriend him but is captured.
TBA7"Betrayals"Kalvin LeeNicole Dubuc, Barbara Hynes, Brian HohlfeldSeptember 1, 2017 (2017-09-01)N/A
Skyra reveals the story of Cronan's mother, who desired power and was consumed by her ambition. Cronan tries to trick Naida into retrieving the amulet but she refuses. He tries to imprison her but she escapes. Darknicity attacks the elves and takes Emily but drops the amulet.
TBA8"Sacrifice"Kalvin LeeNicole Dubuc, Barbara Hynes, Brian HohlfeldSeptember 1, 2017 (2017-09-01)N/A
At the fortress, the elves offer Cronan friendship, but they are attacked by Darknicity. Cronan takes the amulet and opens the portal. He sees an image of his mother, who tells him that he must let her go because the evil will destroy him. Emily uses the amulet to defeat Darknicity and the forest is healed. Cronan gives up his control of the forest and is forgiven by Rosalyn.

Critical reception

Joyce Slaton for Common Sense Media gave the series a three-star rating and commented on the "beautiful visuals, charming characters, heavy commercialism". The review also opined, "It's certainly lovely to look at -- the typical blocky Lego style has been abandoned for a rainbow-hued and glitter palette - and it goes down smoothly enough for young viewers who like mild antics lightened up with lots of jokes and friendly repartee between characters." [35]

Other media

Characters spots

Several short character spots were released on the Lego YouTube channel to promote the Lego Elves series. Meet Aira, Meet Emily Jones, Meet Farran and Meet Naida were released on 22 January 2015. [36] [37] [38] [39] LEGO Elves - Azari was released on 11 March 2015. [40] Introducing Tidus and Sira, Emily the Elves and the Dragons and The Baby Dragons were released on 9 February 2016. [41] [42] [43] Ragana, Jynx and Dusti and Emily and the Queen Dragon were released on 4 March 2016. [44] [45]

Publications

A quarterly Lego Elves magazine targeted at girls and published by Immediate Media was launched from 2015 to accompany the toy line. [46]

Games

An app game titled Lego Elves - Unite The Magic was developed by The Lego Group for iOS and released on 1 March 2015. [47]

Reception

In September 2015, The Lego Group reported that the Lego Elves line and Lego Jurassic World, "were received very positively by children all over the world", and that these themes had helped to push revenue up by 23 per cent. [48]

See also

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Bibliography