Legends of Chima fills this gap and where better to showcase it than with the tribes' real-life counterparts?" Legends of Chima TV series Senior Brand Manager, Sally-Anne Weekes stated, "Animals are a universally popular theme and something that we haven't had in the Lego portfolio for several years. The top 14 children were invited to a finale at Chessington World of Adventures where they competed to become the UK Lego Chima champion. The challenge involved thousands of children competing to the top of a leader board using Lego Chima Speedorz. The roadshow launched at Chessington World of Adventures on 1 April 2013 and ran for seven months until October 2013. In 2013, a Lego Chima Challenge roadshow toured the UK to engage children in the Chima product range. The window display featured two 2.9-metre models of Chima's two main characters, Laval the Lion and Cragger the Crocodile, and a 3D recreation of Mount Cavora.
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To promote the Legends of Chima product line, four windows of Hamley's in Regent Street, London were taken over by a window display from Boxing Day 2012 to 8 February 2013. In December 2012, a Lego spokesman predicted that Legends of Chima would top sales of Ninjago by as much as 30%. Legends of Chima was created as a big bang project that aimed to drive growth in the Lego toy line. The vehicles included a Speedorz range, which were vehicles built from Lego bricks and powered by a ripcord to provide children with a racing challenge. The toy line also offered a battle play function that was similar to the Lego Ninjago spinner toys, which involved placing Lego minifigures on a spinning base. The product range included construction toy sets, racing vehicles and a board game. The playsets were released from January 2013 and included a larger range of products than previous themes.
Soren Torp Laursen, President of Lego Systems commented, "Building upon our success with developing rich and immersive original storylines, most notable the recent Ninjago phenomenon, we're excited to launch a whole new world in Lego Legends of Chima to spark any child's imagination and invite them to the world of Lego building." The Chima franchise aimed to follow in the success of the Lego Ninjago theme. Legends of Chima launched on 26 December 2012. The search for the Fire Wings was intended to be a 6 episode arc which would also have introduced Florax, Flinx's mother, chief botanist of Chima, but plans were revised." Launch Tommy Andreasen explained, "This is a concept film was made to explain Legends of Chima's ending internally. In 2021, The co-creator of Lego Ninjago Tommy Andreasen had revealed the unseen concept art for the Legends of Chima on Twitter, detailing what the theme could have been had it taken a different path. If a vehicle doesn't have the traits of the animal it is meant to resemble, it doesn't make a lot of sense." It helps because trying to explain how bat wings are supposed to work in text doesn't make sense at all." He elaborated further on the creative process for the toy line by stating, "We make functions and try to fit them in with animals and what animals do. "We have a model, take tons of photos and videos, then do concept art that's our starting point. He commented, "I'm lucky to have a talented guy on my team who has been drawing Lego models for years so I can give him a model and say 'can you do me some concept art for that?' and he'll have it done in an hour.". In December 2014, Lego designer Samuel Thomas Johnson explained that the product line and the television series were closely aligned from the start and that the vehicles in the show were designed to match the models. Legends of Chima was developed as a franchise to promote the Chima universe with the aim of launching across multiple platforms, consisting of the television series, online content, construction sets and video games.
By contrast, Lego Ninjago continued production for over ten years. Lego Legends of Chima was developed to appeal to children and was designed to replace the Lego Ninjago theme, but was phased out to introduce other children's themes such as Nexo Knights. The two main characters lead the battle among the eight tribes, which threatens the once-peaceful land of Chima. The toy line was driven by the storyline of the computer-animated television series Legends of Chima, which follows two former childhood friends, Laval from the Lion tribe and Cragger from the Crocodile tribe, who become bitter enemies. The product line focused on Chima, a fantasy world inhabited by eight warrior tribes of animals that battle for an energy source called "Chi".
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