LEGO Times Square Yoda

Scale model of the “NY I ❤️” Yoda  at the Times Square Toys “R” Us

Yehuda writes: 

 Lego has dominated the Star Wars toy landscape with progressive leaps since its introduction in 1999 for the premiere of The Phantom Menace.

Following a formula of preemptively releasing products to coincide with the launch of a new Star Wars chapter, Lego introduced the Cartoon Network’s The Yoda Chronicles in May of 2013 with a truly unique and imaginative campaign.

Photo: Elliot Rendahl

Headquartered at the flagship Toys“R”Us store in New York City’s Times Square, the Lego corporation reproduced a full-size X-wing fighter which was unveiled to great fanfare. Surrounded by thousands of eager fans, the media event allowed close-up tours of the model. 

Inside the Toys“R”Us store, fans were able to purchase a more manageable sized X-wing set with specialized packaging for the event. 

                                       

Lego X-wing with event packaging

Photo: Elliot Rendahl

At the time of purchase, the cashier would include a distinctive mini-figure in a clear plastic bag that would later become one of the most sought after and reproduced Lego mini-figures in the toy line’s history. 

Window store display

The give-away was a Yoda figure wearing a white t-shirt with the classic “I ❤️ New York” slogan. A humorous twist was added by reversing the slogan to fit the character's jargon. The “New York I ❤️” Yoda was only available to the public at the Times Square event, adding to its rarity and allure. 

Bagged Yoda mini-figure

Photo: Elliot Rendahl 

But there was another…

Three months prior to the big event, press members at New York Toy Fair were given a cleverly created Lego diorama of Times Square featuring the unique Yoda Lego figure as a teaser. 

The diorama itself is a truly standout piece featuring a backdrop with billboards of popular Broadway shows all satirically redone with a Lego theme. Upcoming Lego mini-figures are featured as mannequins in shop windows. 

Interesting details include a mailbox featuring a unique Lego brick with a “Sith Life” graffiti tag. Yoda is also perusing a Yoda Chronicles newspaper Lego brick. These sets were limited to approximately 150 pieces and are numbered. 

Number 18 of 150

Reverse announcing the Times Square event 

Epilogue

After three days in New York, the life size X-wing was dismantled and shipped to the Legoland California resort. It was re-assembled and displayed there for the remainder of 2013. Its current whereabouts remain unknown.

The X-wing re-assembled at Legoland California 

Special thanks to Elliot and Mattias Rendahl for their informational and photographic contributions.