Anything Batman

Lego and the Batman Franchise Strategy   by Bronnie Vaughn

Since its modest beginnings in 1932, the Lego company continues to make adults and children alike happy with new play sets being continuously released in the toy market. Lego is popular with many adults for purely nostalgic reasons, while kids simply love playing with the toy sets while unknowingly developing their building skills! The nostalgia angle is a great marketing pitch, but to be able to survive, Lego must do more than to depend on nostalgia. Lego has always been known for the innovations in its products and the system utilized to make these products, but without a solid offering, it could very well remain on the sidelines while other toy companies rise to the top. Lego executives understand this situation and have made aggressive marketing and production campaigns promoting the products and the brand.

Lego has released thousands of themed play sets over the years, including dinosaurs, medieval castles, robots, and train sets, to name a few. While this surly helped Lego capture a larger market share, the company showed great vision and further widened its lead in the building toy market by partnering with companies that own super franchises such as Harry Potter, Indiana Jones, Harry Potter, Sponge Bob Squarepants, Star Wars, and, of course, Batman. These franchises were transformed as Lego toy building sets using toy bricks, blocks, and pieces, much to the delight of both movie enthusiasts and Lego buffs.

One of the most profitable among the successful franchises that have made it to the Lego ranks is Batman. Batman sets are scenes from Marvel comic book