Lego and Nike Expand Partnership with Two More Sets

Lego and Nike expand partnership with two more sets

Lego and Nike launched its partnership recently, one that was regarded as a multi-year deal that will lead to the creation of dedicated Lego sets and also Nike apparel, like the Air Max DN shoes. Now, as part of this partnership, the pair has revealed two new buildable sets that will be launching as soon as September 1. The first is known as the {Nike Slam Dunk x Lego} and is a set that sees a basketball player trapped in time, a moment before …

LEGO reveals two new NIKE sets, further blurring the line between play and advertising [Editorial] - The Brothers Brick

The line between toy and advertisement has long  been blurry. From Howdy Doody to He-Man to Paw Patrol, children’s programming is often a thinly veiled commercial for products. Over the past few decades, fandom has morphed from a community-driven passion into corporate cultivation and exploitation of IP. Now fandom has evolved from selling products to selling a “lifestyle,” something you can see in LEGO’s growing focus on display over play. Ther…