This seems like a pretty interesting theme. So, what do people think of it?
It seems to be one of LEGO's 'main' themes for 2013, and what I mean by that is a lot of media is focusing on it.
The focus may be partially due to an alleged MMORPG (Legends of Chima: Online) in the works. However, the "fact" that it is an MMORPG has been contested because the official statement did not include the terms "MMORPG" or "MMO."
I like the minifig parts as well, and some of the sets seem to be designed quite nicely.