| Since its modest beginnings in 1932, the Lego | | | | One of the most profitable among the successful |
| company continues to make adults and children alike | | | | franchises that have made it to the Lego ranks is |
| happy with new play sets being continuously released | | | | Batman. Batman sets are scenes from Marvel comic |
| in the toy market. Lego is popular with many adults | | | | book's movies and cartoons. Lego has turned famous |
| for purely nostalgic reasons, while kids simply love | | | | Batman scenes and locations, as well as vehicles, into |
| playing with the toy sets while unknowingly | | | | building sets that provide hours of entertainment. Of |
| developing their building skills! The nostalgia angle is a | | | | all the vehicle sets the Batmobile is, of course, the |
| great marketing pitch, but to be able to survive, | | | | most popular. Other Lego sets are Robin's Scuba Jet, |
| Lego must do more than to depend on nostalgia. | | | | the Penguin's submarine and Mr. Freeze's jeep. What |
| Lego has always been known for the innovations in | | | | are even cooler are the Batman mini-figures that |
| its products and the system utilized to make these | | | | come with these vehicles. This is but a few of the |
| products, but without a solid offering, it could very | | | | Lego Batman sets available today. |
| well remain on the sidelines while other toy | | | | Batman is a very profitable franchise that really |
| companies rise to the top. Lego executives | | | | needs no promotion. However, the partnership with |
| understand this situation and have made aggressive | | | | Lego was a wise move on the part of both |
| marketing and production campaigns promoting the | | | | companies as they are able to reap the benefits |
| products and the brand. | | | | from each other's loyal following. A prime example of |
| Lego has released thousands of themed play sets | | | | the effect of this strategic alliance is that Lego |
| over the years, including dinosaurs, medieval castles, | | | | collectors and Batman memorabilia collectors can be |
| robots, and train sets, to name a few. While this | | | | one and the same. A Batman collector who collects |
| surly helped Lego capture a larger market share, the | | | | anything Batman is also likely to buy Lego as long as |
| company showed great vision and further widened | | | | Batman is the theme. It won't matter what type of |
| its lead in the building toy market by partnering with | | | | play set it is, as long as it's Batman related. This |
| companies that own super franchises such as Harry | | | | buying behavior applies to Lego collectors as well. |
| Potter, Indiana Jones, Harry Potter, Sponge Bob | | | | The Batman product and Lego marriage means more |
| Squarepants, Star Wars, and, of course, Batman. | | | | than just short-term profits. One has to take into |
| These franchises were transformed as Lego toy | | | | account the long-term aspect of the merger. The |
| building sets using toy bricks, blocks, and pieces, | | | | more Batman products Lego releases, the higher the |
| much to the delight of both movie enthusiasts and | | | | probability for increased customers and profits. |
| Lego buffs. | | | | |