Lego Elves was a

Lego Lego ( , ; stylized as LEGO) is a line of plastic construction toys that are manufactured by The Lego Group, a privately held company based in Billund, Denmark. The company's flagship product, Lego, consists of variously colored interlocking ...

product line produced by

The Lego Group Lego A/S (trade name: The Lego Group) is a Danish toy production company based in Billund, Denmark. It manufactures Lego-brand toys, consisting mostly of interlocking plastic bricks. The Lego Group has also built several amusement parks aroun ...

that was launched in 2015. It was accompanied by the ''Lego Elves''

animated television series An animated series is a set of Animation, animated works with a common series title, usually related to one another. These episodes should typically share the same main characters, some different secondary characters and a basic theme. Series can ...

and

webisode A webisode (portmanteau of "web" and "episode") is an episode of a series that is distributed as part of a web series or on streaming television. It is available as either for download or in streaming, as opposed to first airing on broadcast or c ...

series that began with a mini-movie titled ''Unite The Magic'', which was released on the Lego

YouTube channel YouTube is a global online video sharing and social media platform headquartered in San Bruno, California. It was launched on February 14, 2005, by Steve Chen, Chad Hurley, and Jawed Karim. It is owned by Google, and is the second most v ...

, and on

Netflix Netflix, Inc. is an American subscription video on-demand over-the-top streaming service and production company based in Los Gatos, California. Founded in 1997 by Reed Hastings and Marc Randolph in Scotts Valley, California, it offers a fil ...

. 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.

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 An elemental is a mythic being that is described in occult and alchemical works from around the time of the European Renaissance, and particularly elaborated in the 16th century works of Paracelsus. According to Paracelsus and his subsequent fo ...

powers (fire, earth, air and water) who help her to return home.

Development

Following the success of

Lego Friends Lego Friends is a product range of Lego construction toys designed primarily for girls. Launched in 2012, the theme introduced "mini-doll" figures, which are about the same size as traditional Lego minifigures but are more detailed and realist ...

and

Lego Disney Princess Lego Disney (formerly known as Lego Disney Princess which was launched in 2014 until 2016) is a Lego theme based on the various Disney Princesses and Disney characters involved in different Disney films. It is licensed from Walt Disney Pictures ...

, The Lego Group aimed to launch another Lego theme targeted at the girls market. In contrast to the contemporary setting of Lego Friends, Lego Elves 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.

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. An official teaser for the animated series was released on the Lego YouTube channel on 15 December 2014. This was followed by the release of a trailer on 19 February 2015.

Characters

Main

* Emily Jones (voiced by

Ashleigh Ball Ashleigh Adele Ball (born March 31, 1983) is a Canadian voice actress and musician, known for performing with the rock band Hey Ocean!, as well as voicing characters in several toyetic movies and television series, notably the ''Barbie'' film ...

) is the protagonist, a resourceful, modest, amicable, and affectionate human girl, whose "element" is "love". * Azari Firedancer (voiced by

Erin Mathews Erin Mathews (born May 28, 1977) is a Canadian voice actress Voice acting is the art of performing voice-overs to present a character or provide information to an audience. Performers are called voice actors/actresses, voice artists, dubbi ...

) is a

fire Fire is the rapid oxidation of a material (the fuel) in the exothermic chemical process of combustion, releasing heat, light, and various reaction Product (chemistry), products. At a certain point in the combustion reaction, called the ignition ...

elf who is spontaneous, extroverted, loud, sometimes reckless, and usually cheerful. * Farran Leafshade (voiced by

Kyle Rideout Kyle Rideout (born November 9, 1984) is a Canadian actor, writer, and director. He co-owns a production company called Motion 58 with business partner Josh Epstein. He co-wrote and directed the short films Hop the Twig and Wait for Rain as well a ...

) is an

earth Earth is the third planet from the Sun and the only astronomical object known to harbor life. While large volumes of water can be found throughout the Solar System, only Earth sustains liquid surface water. About 71% of Earth's surfa ...

elf who is honest, loyal, reliable, and slightly self-important and has a crush on Aira. * Aira Windwhistler (voiced by

) is a

wind Wind is the natural movement of air or other gases relative to a planet's surface. Winds occur on a range of scales, from thunderstorm flows lasting tens of minutes, to local breezes generated by heating of land surfaces and lasting a few hou ...

elf who is good-natured, excitable, light-hearted and whose favourite pastime is the construction of machines. *Naida Riverheart (voiced by Erin Mathews) is a

water Water (chemical formula ) is an inorganic, transparent, tasteless, odorless, and nearly colorless chemical substance, which is the main constituent of Earth's hydrosphere and the fluids of all known living organisms (in which it acts as a ...

elf who is patient, modest, slightly shy, but courageous.

Humans

* Sophie Jones (voiced by Rebecca Husain) is Emily's younger sister who is captured by the Goblin King as bait to lure Emily to him. * Mrs. Jones (voiced by Ashleigh Ball) is Emily and Sophie's mother. * Mr. Jones is Emily's father.

Elves

* Skyra (voiced by Ashleigh Ball) is a wind elf and formal guardian of the portal between Elvendale and the human world. One of the five sisters, she is often imperious and scornful, but lenient toward Emily, her sister's granddaughter. She makes Emily guardian of the portal in ''Unite the Magic''. * Johnny Baker (voiced by Kyle Rideout) is a fire elf and a

pastry chef A pastry chef or pâtissier (; the French female version of the word is pâtissière ), is a station chef in a professional kitchen, skilled in the making of pastries, desserts, breads and other baked goods. They are employed in large hotels, bi ...

located in the lava fields of Elvendale. * Sira Copperbranch (voiced by Racquel Belmonte) is an earth elf who runs the Starlight Inn, Sky Captain of Elvendale, and friends with Tidus Stormsurfer. Not a typical earth elf, she loves flying and has her own

airship An airship or dirigible balloon is a type of aerostat or lighter-than-air aircraft that can navigate through the air under its own power. Aerostats gain their lift from a lifting gas that is less dense than the surrounding air. In early ...

. * Tidus Stormsurfer (voiced by Vincent Tong) is a water elf who runs Elvendale's School of Dragons as the dragon trainer. * Ragana Shadowflame (voiced by

Heather Doerksen Heather Doerksen (born February 12, 1980) is a Canadian actress who has appeared on stage and screen. She has also voiced many cartoons and advertising campaigns. Career Doerksen studied at Simon Fraser University, switching majors from science ...

) is a fire elf and the main antagonist. Having weak powers, she drinks from the Shadow Fountain to gain power and becomes evil. She has a pet cat named Jynx. * Cronan Darkroot / Goblin King (voiced by Riley Murdock) is an earth elf. After losing his mother to the dark power of her amulet, he vows to bring her back by stealing Emily's amulet, which will allow him to open a portal to Earth. He is known as the Goblin King, and is also Emily and Sophie's second cousin, due to his mother, Quartzine, being one of the five sisters. * Rosalyn Nightshade (voiced by

Nicole Oliver Nicole Lyn Oliver (born February 22, 1970) is a Canadian actress. She is best known for her roles as Princess Celestia and Cheerilee in '' My Little Pony: Friendship Is Magic'' and Zoe Trent in ''Littlest Pet Shop''. Early life Oliver was born i ...

) is a healer elf (she is a water elf) and former queen of the forest, who is tricked by Cronan Darkroot and overthrown. She has some of the most powerful potions in Elvendale. * Lumia (voiced by Rhona Rees) is a light elf and a

shape-shifter In mythology, folklore and speculative fiction, shape-shifting is the ability to physically transform oneself through an inherently superhuman ability, divine intervention, demonic manipulation, sorcery, spells or having inherited ...

who can transform into a variety of animals. * Noctura (voiced by Erin Mathews) is a dark elf who is a bat-themed shape-shifter and has a number of bat minions who aid in her wicked schemes.

Toy line

According to

Bricklink Lego A/S (trade name: The Lego Group) is a Danish toy production company based in Billund, Denmark. It manufactures Lego-brand toys, consisting mostly of interlocking plastic bricks. The Lego Group has also built several amusement parks aro ...

The Lego Group released 42 toy construction sets for the Lego Elves theme between 2015 and 2018. The product line was eventually discontinued by 2019.

2015 sets

In March 2015, eight playsets were announced for the 2015 spring wave, including Aira's Creative Workshop, Naida's Spa Secret, Naida's Epic Adventure Ship, Azari and the Magical Bakery, The Elves' Treetop Hideaway, Farran and the Crystal Hollow, Aira's Pegasus Sleigh and Skyra's Mysterious Sky Castle. In addition, Azari's Magic Fire polybag set was released as a promotion.

2016 sets

In March 2016, ten 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, The Secret Market Place, The Precious Crystal Mine, The Dragon Sanctuary, Queen Dragon's Rescue and Ragana's Magic Shadow Castle. In addition, Sira's Adventurous Airglider polybag set was released as a promotion.

2017 sets

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.

2018 sets

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.

Animated series

''Lego Elves'' (2015)

An animated television series, ''Lego Elves'', was produced by Ja Film in

Aarhus Aarhus (, , ; officially spelled Århus from 1948 until 1 January 2011) is the second-largest city in Denmark and the seat of Aarhus Municipality. It is located on the eastern shore of Jutland in the Kattegat sea and approximately northwest ...

, Denmark. In the United States, the first episode titled ''Unite The Magic'' was first shown on 8 March 2015 on

Disney Channel Disney Channel, sometimes known as simply Disney, is an American pay television channel that serves as the flagship property of Disney Branded Television, a unit of the Disney General Entertainment Content division of The Walt Disney Compan ...

. The second special titled ''Dragons To Save Time To Be Brave'' was shown on March 6, 2016 as a two-part special on

. A sequel to ''Dragons to Save Time to be Brave'', titled ''Down a Dark Path'' was shown on August 14, 2016 on

Episodes

Critical reception

Jenny Nixon for

Common Sense Media Common Sense Media (CSM) is an organization that reviews and provides ratings for media and technology with the goal of providing information on their suitability for children.

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."

''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. Episodes compilation 9-17 was released on 7 May 2018. Episodes compilation 18-25 was released on 14 May 2018. Episodes compilation 26-33 was released on 21 May 2018.

''Lego Elves: Secrets of Elvendale'' (2017)

''Lego Elves: Secrets of Elvendale'', a

series produced by

Studio Mir Studio Mir Co., Ltd. () is a South Korean animation studio based in Seoul. Among other works, the studio animated most of the American TV series ''The Legend of Korra'', the fourth season of ''The Boondocks'', the Netflix series '' Voltron: Lege ...

and animated by Production Reve, was released on September 1, 2017.

Episodes

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."

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. ''LEGO Elves - Azari'' was released on 11 March 2015. ''Introducing Tidus and Sira'', ''Emily the Elves and the Dragons'' and ''The Baby Dragons'' were released on 9 February 2016. ''Ragana, Jynx and Dusti'' and ''Emily and the Queen Dragon'' were released on 4 March 2016.

Publications

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

Games

An app game titled ''Lego Elves - Unite The Magic'' was developed by The Lego Group for

iOS iOS (formerly iPhone OS) is a mobile operating system created and developed by Apple Inc. exclusively for its hardware. It is the operating system that powers many of the company's mobile devices, including the iPhone; the term also includes ...

and released on 1 March 2015.

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%.

References

Bibliography

* ''Lego Elves: A Magical Adventure''. Authored by Ameet Studio. Published by Scholastic Inc, 2015. * ''LEGO ELVES DRAGON QUEEN''. Authored by Stacia Deutsch. Published by Scholastic US, 2016. * ''LEGO ELVES: Quest for the Keys''. Authored by Stacia Deutsch. Published by Scholastic Inc, 2016. * ''LEGO ELVES DRAGON ADVENTURES''. Authored by Ameet Studio. Published by Scholastic US, 2016. * ''LEGO Elves: To the Rescue!''. Authored by Ladybird. Published by Penguin Random House Children's UK, 2016. * ''LEGO Elves: A Magical Journey''. Published by Penguin Random House Children's UK, 2016.

External links

* {{Lego

Elves An elf () is a type of humanoid supernatural being in Germanic mythology and folklore. Elves appear especially in North Germanic mythology. They are subsequently mentioned in Snorri Sturluson's Icelandic Prose Edda. He distinguishes "ligh ...

Products introduced in 2015

Overview

Development

Launch

Characters

Main

Humans

Elves

Toy line

2015 sets

2016 sets

2017 sets

2018 sets

Animated series

''Lego Elves'' (2015)

Episodes

Critical reception

''Lego Elves'' - Webisodes (2015-2017)

''Lego Elves: Secrets of Elvendale'' (2017)

Episodes

Critical reception

Other media

Characters spots

Publications

Games

Reception

See also

References

Bibliography

External links