Chima will be the must-have 2013 boys toy
This is the claim made by the LEGO senior brand manager in the UK in an article in this month's Toy News magazine.
The article goes on to say that LEGO expects Chima sales to be 30% more than Ninjago's was in 2012, although "Ninjago still remains one of the most successful and popular IPs to date for us [which we] fully expect to continue next year."
The Chima line is said to "include construction play-sets, social game Speedorz, six Hero-Factory style buildable figures and board games, with the latter two arriving in August".
LEGO UK will apparently be embarking on a nine month roadshow known as the 'Chima Challenge' which will include Speedorz contests with national league tables, pop-up cinemas showing the cartoon and chances for kids to meet Chima characters.
The article also sheds some light on the back-story: "a conflict between six tribes -- three good (Lions, Eagles and Gorillas) and three bad (Crocodiles, Ravens and Wolves)."
All in all, it sounds like they are very excited and are going overboard both in terms of the number of products and on promoting it. It looks as if anyone wanting to be 'Chima complete' will need very deep pockets, I believe there are around 36 Chima products due in 2013 alone.