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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The Beginning of LEGO’s IP Partnerships

The Beginning of LEGO’s IP Partnerships

Today, we look at LEGO’s forays into promotional sets cobranded with other companies that ultimately led to the explosion of profitable IP sets based on shows and movies. Hop in your VW Beetle, head over to McDonald’s drive-thru, and come check it out!

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