About LEGO Brand Stores
These are the sets and minifigures given out at LEGO's own stores, mostly for openings, anniversaries and building events. Store anniversaries produced small packs in very short runs, such as the First Anniversary Box for the So Ouest store in France in 2014, limited to 300 copies.
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.