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The Lego Group launched "Ninjago: Masters of Spinjitzu" in January 2011 with the release of two 22-minute animated specials that aired on Cartoon Network in January and March. These Pilot Episodes introduced the main characters and the Ninjago universe to its target audience. Following the success of the Pilot Episodes, The Lego Group announced the release of the first season on 23 March 2011, titled "Rise of the Snakes", which aired at the end of 2011 and consists of 13 episodes. The series continued to be written by Dan and Kevin Hageman. Jill Wilfert, Vice President of licensing &amp; entertainment at The Lego Group commented, "We're thrilled to be working with Wil Film and Kevin and Dan Hageman to add yet another dimension of story and engagement to our newest original property".