The LEGO Pharaoh's Quest theme was release in 2011 and replaced the LEGO Adventure theme. The underlying story is based on the character archaeologist Professor Archibald Hale who is on the trail of Amset-Ra, a long lost Pharaoh, and his six mysterious treasures. Hale hires the adventurous explorer Jake Raines to assist and discovers an Egyptian tablet, which he uses to translate a journal telling the story of Amset-Ra and his evil intentions and loyal servants. The journal also contains notes about the pyramid of Amset-Ra himself, which to two explorers set out to investigate. The Pharaoh's Quest contains of total of 9 sets and ran for just one year.
2011 LEGO Sets
2011 introduced Ninjago, which quickly became one of LEGO’s most successful original themes and the foundation of a long-running multimedia franchise. Other launches included Pirates of the Caribbean, coinciding with Disney’s On Stranger Tides, the sci-fi Alien Conquest, and Master Builder Academy, a design-focused building program. LEGO also experimented with digital-physical integration through Life of George, an early augmented reality experience. Collectible Minifigures Series 3–5 strengthened LEGO’s growing collector market, while internal employee-exclusive sets like Moulding Machines became prized rarities. Several themes concluded this year, including Harry Potter, Ben 10, Power Miners, Toy Story, Prince of Persia, Space Police III, and BrickMaster.