When did LEGO lose soul ?
LEGO 2.0: The Licensing. It started with "Lego: Star Wars," of course, and the library of licensed Lego goodness now includes, to name just a few, Mickey Mouse, Winnie the Pooh, Harry Potter, Spider-Man, Batman, Speed Racer, Indiana Jones, Toy Story, Cars, The Lord of the Rings, the Hobbit, Super Heroes (including figures from Marvel and DC Universe), Teenage Mutant Ninja Turtles, and even, heaven help us, a set based on the new "Lone Ranger" movie. Here's a list, if you're in the mood.
Things really got genius in 2011, when Lego went ahead and created its own original series, Lego Ninjago. The premise is brilliant, from a merchandising and sales perspective. There are six main characters, five of them ninjas who have to go through various stages of training and ninja accomplishments -- meaning multiple permutations of minifigures from just the primary cast. Then there's a different set of villains for each season, each set of villains has its own vehicles, weaponry, and mechs, as do the ninjas, and virtually no single minifigure is available for sale all by its little lonesome -- only as part of a set that ranges from $10 if you're lucky to $100 and up if you're the parent of a fanatical 3-, 4-, 5-, or 6-year-old child. Now there's "Chima," a show that aired once, near as I can tell, but which has still spawned a million minifigs.
Plus, many of the themes also now have companion character encyclopedias, which are little more than catalogs for greedy, brand-obsessed children. The hype around the must-have toys is so intense it's even led to full-on Lego fraud rings, and I myself bought a sketchy standalone minifigure on eBay that arrived wrapped in tissue in a Ziploc bag, just to avoid spending $30 or $40 on yet another ridiculous "set."
