This article needs editing to comply with Wikipedia's Manual of Style. In particular, it has problems with a missing distinction between themes and (official) subthemes and various subthemes are also missing. Lego themes should also be italized.. Relevant discussion may be found on the talk page. Please help improve the content.(May 2023) (Learn how and when to remove this message)
A Lego theme is a product line of Lego construction toys produced by The Lego Group based on a central concept.
Before 1978, Lego produced several construction sets with common themes, but they were not necessarily branded as part of a single series or theme. Following the introduction of minifigures in 1978, owner Kjeld Kirk Kristiansen pushed a new strategy of creating and marketing a series of sets he termed a "system within the system"[1] and the three original environments (based on the present, past and future, respectively) were launched: Town, Castle,[2] and Space.[3]
In 1987, Lego created sub-themes within these environments, as well as introducing branding that identified a set as part of a theme. The company also produced product lines that used pieces outside of the standard Lego system such as Technic, Duplo and Fabuland. Since then, many new themes have been introduced and discontinued, including the inclusion of licensed themes in 1999 such as Star Wars, Harry Potter or Marvel and DC Comics. Not all sets produced are necessarily part of any official theme including store exclusive sets, one-off licensed sets, and most advanced construction sets released prior to the introduction of Creator Expert.
^"Lego Space". Lego. Retrieved January 30, 2020. In 1978, LEGO owner Kjeld Kirk Kristiansen introduces a new business model: the "System within the System".
^"Lego Castle". Lego. Retrieved April 21, 2020.
^"LEGO Legend Kjeld Kirk Kristiansen to be Inducted into the Toy Hall of Fame". What's the Buzz. Toy Industry Association. 2008-02-11. Archived from the original on 2008-02-29. Retrieved 2008-03-01.
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