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Lego Elves
SubjectElves
Licensed fromThe Lego Group
Availability2015–2019
Total sets42[1]
CharactersEmily Jones, Naida, Farran, Azari, Aira and Sophie Jones
TV seriesLego Elves
Lego Elves: Secrets of Elvendale
Official website

Lego Elves (stylized as LEGO Elves) was a Lego product line produced by The Lego Group that was launched in 2015.[2][3] The product line was based on the storyline of accompanying animated series on Disney Channel, the Lego YouTube channel, and Netflix which follow 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 discontinued in 2018.

Overview

The Lego Elves theme was underpinned by the storyline of its accompanying animated series. The Lego Elves animated television series began with a mini movie special titled Unite The Magic. An animated webisode series was released on the Lego YouTube channel. An animated series titled Lego Elves: Secrets of Elvendale was produced and aired by Netflix. Both the Lego toy line and the animated series targeted the girls market. The series focus 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, wind and water) with whom she fights against evil forces, and who help her to return home.[4][5]

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 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.[6]

Launch

The Lego Elves theme was announced on February 12, 2015 at the American International Toy Fair. The toy line began with the release of eight toy construction sets that introduced the four main elves and their home environments which began to launch in March 2015.[7] An official teaser for the animated series was released on the Lego YouTube channel on December 15, 2014.[8] This was followed by the release of a trailer on February 19, 2015.[9]

Characters

Main Five

  • Emily Jones (voiced by Ashleigh Ball) is the protagonist, a resourceful, modest, amicable, and affectionate human girl, whose "element" is love.[10][11]
  • Azari Firedancer (voiced by Erin Mathews) is a fire elf who is spontaneous, extroverted, loud, sometimes reckless, and usually cheerful.[12][13]
  • Farran Leafshade (voiced by Kyle Rideout) is an earth elf who is honest, loyal, reliable, and slightly self-important and has a crush on Aira.[14][15]
  • Aira Windwhistler (voiced by Ashleigh Ball) is a wind elf who is good-natured, excitable, light-hearted and whose favourite pastime is the construction of machines.[16][17]
  • Naida Riverheart (voiced by Erin Mathews) is a water elf who is patient, modest, slightly shy, but courageous.[18][19]

Humans

  • Sophie Jones (voiced by Rebecca Husain) is Emily's younger sister. She is captured by the Goblin King as bait to lure Emily to him.[20][21]
  • Mrs. Jones (voiced by Ashleigh Ball) is Emily and Sophie's mother.[22]
  • Mr. Jones is Emily and Sophie's father.
  • Grandma Jones is Emily and Sophie's grandmother, she previously lived in Elvendale with her elf sisters.

The Five Sisters

  • The Five Sisters is a legendary group of powerful women. They created a portal from Elvendale to Earth, so that elves and humans could learn from each other. Together, the five dedicated their lives to protecting their realm and all of its inhabitants.
    • Emily's grandmother was immortal while she lived in Elvendale, she represented the "element" of love. However, when she moved to Earth to guard the portal from that side, she became mortal and eventually died.
    • Skyra, a wind elf, remained at her mysterious sky castle to guard the Elvendale side of the portal.
    • Quartzine. an earth elf, became imprisoned in her amulet after turning evil. She is the mother of Cronan Darkroot, the Goblin King.
    • Unnamed water elf and fire elf. The whereabouts of the water and fire sisters are currently unknown.

Elves

  • Skyra (voiced by Ashleigh Ball) is a wind elf and formal guardian of the portal between Elvendale and the human world as 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.[23][24]
  • Quartzine is an earth elf and formal guardian of the portal between Elvendale and the human world as one of the Five Sisters. When Emily's grandmother was chosen over her to guard the Earth side of the portal, she became jealous and bitter. This allowed darkness to grow within her, eventually consuming her and imprisoning her in her amulet, which is now in the possession of her son.
  • Johnny Baker (voiced by Kyle Rideout) is a fire elf and pastry chef located in the lava fields of Elvendale.[25]
  • Tidus Stormsurfer (voiced by Vincent Tong) is a water elf who runs Elvendale's School of Dragons as the dragon trainer.[26][27]
  • Sira Copperbranch (voiced by Racquel Belmonte) is an earth elf who runs the Starlight Inn. She is known as The Sky Captain of Elvendale, and is friends with Tidus Stormsurfer. Not a typical earth elf, she loves flying and has her own airship.[28][29]
  • 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 has a number of goblin minions. He is Emily and Sophie's first cousin once removed due to his mother, Quartzine, being one of the Five Sisters.[30]
  • Rosalyn Nightshade (voiced by Nicole Oliver) is a water elf who is also a healer. She is the former queen of the forest, who is tricked by Cronan Darkroot and overthrown. She has some of the most powerful potions in Elvendale.[31]
  • Ragana Shadowflame (voiced by Heather Doerksen) is a fire elf and main antagonist of the series. Having weak powers, she drinks from the Shadow Fountain to gain power and becomes evil. She has two animal minions: a cat named Jynx and a fox named Dusti.[32][33]
  • Lumia (voiced by Rhona Rees) is a light elf and a shape-shifter who can transform into animals such as an eagle and a wolf.[34]
  • Noctura (voiced by Erin Mathews) is a dark elf who is a bat-themed shape-shifter. She has a number of bat minions who aid in her wicked schemes.[35]

Toy line

According to Bricklink, between 2015 and 2018 The Lego Group released 33 toy construction sets, two polybag sets and six foil pack sets for the Lego Elves theme .[36] The product line was discontinued in 2018.[37]

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.[38][39] 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.[40][41] 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.[42][43]

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.[44]

Polybag Sets

Azari's Magic Fire (2015) and Sira's Adventurous Airglider (2016).

Foil Pack Animal Collectable Sets

Six small limited edition LEGO sets were produced for inclusion with issues of the Lego Elves magazine. Each set included an animal figure from the Lego Elves toy line: Enki the panther, Flamy the Fox, Miku the baby dragon, Jynx the elven witch Ragana’s cat, Mr. Spry the squirrel, and Hidee the chameleon.

Other Merchandise

  • A double-sided playmat was produced that depicted land and water scenery from the land of Elvendale.
  • A shelf and drawer unit with playmat called Me and My Dragon Display was produced to display and store the toys.
  • Six mini-doll key chains/backpack charms were produced featuring Emily Jones, Azari Firedancer, Naida Riverheart, Aira Windwhistler, Fledge the baby dragon and Roblin the goblin.
  • A hardcover book called Emily Jones’ Diary Sketch Book was released in 2016. The book featured images of Lego Elves characters in a hand-sketched style, and contained transfer paper, blank pages, and a map of Elvendale.
  • A hardcover book called LEGO: Elves Journal Notebook was also produced. The book contained blank pages, and came with a 21-piece Lego build to create a “locking mechanism” for the book.

Animated series

Lego Elves (2015 - 2016)

Lego Elves
Also known asElves
Written byBarbara Haynes, Morten Brunbjerg, Villads Spangsberg.
Voices of
Country of originDenmark
Original languageEnglish
Production
Production companyJa Film

An animated television series, Lego Elves, was produced by Ja Film in Aarhus, Denmark. In the United States, the first special titled Unite The Magic aired on March 8, 2015 on Disney Channel.[45] The second special titled Dragons To Save, Time To Be Brave aired on March 6, 2016 as a two part special on Disney Channel.[46] The third special titled Down a Dark Path (a sequel to Dragons to Save, Time to be Brave) aired on August 14, 2016 on Disney Channel.

These specials (also referred to as episodes or mini movies) were released in conjunction with the webisodes released on the Lego YouTube channel.

Lego Elves Specials
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 dimension of Elvendale. There, she befriends four elves who assist in her quest to return home. (takes place before the Season 1, Episode 1 webisode)
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 evil elf Ragana. (aired in two parts, takes place before the Season 2, Episode 6 webisode)
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. (takes place in the middle of the Season 2 webisodes)

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 - 2018)

The Lego Elves webisodes were released on the Lego YouTube channel. The webisodes are grouped into four seasons. Season 1: Unite the Magic consists of webisodes 1 - 5. Season 2: Save the Dragons consists of webisodes 6 - 17. Season 3: The Capture of Sophie Jones consists of webisodes 18 - 33 and includes an extra webisode “Did you miss us?” before webisode 18. Season 4: Into the Shadows consists of webisodes 1 - 15 (webisode numbering restarted at 1 for this season).

The webisodes from seasons 1 to 3 were later combined into webisode compilations. Webisode compilation 1 - 8 was released on April 30, 2018.[47][48] Webisode compilation 9 - 17 was released on May 7, 2018.[49] Webisode compilation 18 - 25 was released on May 14, 2018.[50] Webisode compilation 26 - 33 was released on May 21, 2018.[51] The 15 webisodes of Season 4 were released between March and August 2018, with a compilation of webisodes 1 - 8 released on June 4, 2018.

Lego Elves webisodes
No.
overall		No. in
season		TitleOriginal air date
--"-"-
Season 1
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)
--"-"-
Season 2
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)
--"-"-
Season 3
TBAUnnumbered"Did you miss us?"February 28, 2017 (2017-02-28)
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)
--"-"-
Season 4
TBA1"The Enemy"March 12, 2018 (2018-03-12)
TBA2"Toys in the Attic"March 12, 2018 (2018-03-12)
TBA3"Relight my Fire"March 12, 2018 (2018-03-12)
TBA4"The Light"April 9, 2018 (2018-04-09)
TBA5"Focus"April 9, 2018 (2018-04-09)
TBA6"In the Shadows"May 4, 2018 (2018-05-04)
TBA7"Chill"May 4, 2018 (2018-05-04)
TBA8"Making Waves"May 30, 2018 (2018-05-30)
TBA9"Worthy"May 31, 2018 (2018-05-31)
TBA10"The Magic Within"June 14, 2018 (2018-06-14)
TBA11"Lights Out"June 21, 2018 (2018-06-21)
TBA12"Edge of Darkness"July 26, 2018 (2018-07-26)
TBA13"The Shadow World – Part 1"August 3, 2018 (2018-08-03)
TBA14"The Shadow World – Part 2"August 10, 2018 (2018-08-10)
TBA15"The Shadow World – Part 3"August 16, 2018 (2018-08-16)

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.[52][53][54][55] The series is a more detailed retelling of the story featured in Season 3 of the webisodes (webisodes 18 - 33).

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 Haynes, 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 Haynes, 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 Haynes, 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 Haynes, 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 Haynes, 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 Haynes, 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 Haynes, 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 Haynes, 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."[56]

Other media

Character 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 January 22, 2015.[57][58][59][60] LEGO Elves - Azari was released on March 11, 2015.[61] Introducing Tidus and Sira, Emily the Elves and the Dragons and The Baby Dragons were released on February 9, 2016.[62][63][64] Ragana, Jynx and Dusti and Emily and the Queen Dragon were released on March 4, 2016.[65][66]

Publications

Magazine

A quarterly Lego Elves magazine targeted at girls and published by Immediate Media was launched from 2015 to accompany the toy line.[67]

Chapter Books

Two 128-page chapter books were published by Scholastic Inc. Quest for the Keys was released in August 2015, and The Dragon Queen was released in January 2016.

Activity Books

Several activity books were produced during the run of the toy line and the webisodes. A Magical Adventure/A Magical Journey, A Mysterious Book (in Polish), Dragon Adventures, To the Rescue!, The Elf Witches Revenge (in Polish), and The Power of Dark Magic. The books came with items such as a bracelet to be assembled, stickers, or a small LEGO build set with an animal figure from the Lego Elves toy line.

Games

An app game titled Lego Elves - Unite The Magic was developed by The Lego Group for iOS and released on March 1, 2015.[68]

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%.[69]

See also

References

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  66. ^ Rich (19 April 2016). "LEGO Elves magazine issue 3". Brick Fanatics. Retrieved 16 June 2021.
  67. ^ "LEGO Elves - Unite The Magic". Metacritic. Retrieved 21 June 2021.
  68. ^ Bourke, Joanna (2 September 2015). "Lego comes roaring back thanks to Jurassic World success". www.standard.co.uk. Retrieved 18 June 2021.

Bibliography

  • Lego Elves: A Magical Adventure. Authored by Ameet Studio. Published by Scholastic Inc, 2015. ISBN 0-54587-253-7
  • LEGO ELVES DRAGON QUEEN. Authored by Stacia Deutsch. Published by Scholastic US, 2016. ISBN 0-54585-281-1
  • LEGO ELVES: Quest for the Keys. Authored by Stacia Deutsch. Published by Scholastic Inc, 2016. ISBN 1-40716-226-8
  • LEGO ELVES DRAGON ADVENTURES. Authored by Ameet Studio. Published by Scholastic US, 2016. ISBN 0-54592-539-8
  • LEGO Elves: To the Rescue!. Authored by Ladybird. Published by Penguin Random House Children's UK, 2016. ISBN 0-24127-253-X
  • LEGO Elves: A Magical Journey. Published by Penguin Random House Children's UK, 2016. ISBN 0-24125-632-1
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