Promotional Exclusives: LEGO’s IP Partnerships Continued

Promotional Exclusives: LEGO’s IP Partnerships Continued

LEGO’s product catalog is saturated with promotional tie-ins and intellectual property (IP) sets. So how did we get from McDonald’s Happy Meal toys to today’s movie tie-in sets and Comic-Con exclusives? From collecting cereal box tops to partnering with Discovery Channel, there’s a lot to sort through.

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