Lego has an IP problem

Lego’s most iconic sets are all about open, creative play, so why is the brand leaning so hard into IP?

Lego recently released a new kit: a Marvel logo that’s selling for $100. And the reaction from most people has been: “Lego, are you crazy?” Fair enough. It’s just a big red box with a Marvel logo on the front. Plus five Avengers minifigs that spring out of it when you push some buttons. I see some valid criticisms: lack of playability, boring, deficient creativity factor, plus the fact that you are basically buying bricks to make a Marvel ad for your room. But my main beef with this set is something that has been annoying the bricks out of me for a while: my favorite toy brand’s increasing dependency on IP.