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 blue Classic Space astronaut has come a long way from the 1980s. Richard Dryden explores LEGO’s new upscaled version and reflects on the Classic Space sets and memories that started his LEGO journey.