What happened is they realised that franchise licenses are much more profitable that LEGO Creator or LEGO City sets. Marketing and selling sets based on media f

What happened is they realised that franchise licenses are much more profitable that LEGO Creator or LEGO City sets. Marketing and selling sets based on media franchises turns out to be a goldmine, and more creative and imaginative toys less so. That's why every blasted new set coming out seems like it's Star Wars branded, or Harry Potter, or facking Avengers... Likewise, it has shifted from an open-ended activity and mode of creative expression (see older adverts for Lego: https://s14-eu5.startpage.com/cgi-bin/serveimage?url=https%3A%2F%2Fexternal-preview.redd.it%2FeUA2PNEzGxrsmggl1ZKW3hMa79ppfSVaEzOgOwIFHIA.jpg%3Fauto%3Dwebp%26s%3D68d48b9b45f967647a86630010113a46490cbbab&sp=7a93717c25cfeba69f334dedbc77a74c&anticache=959446 https://s14-eu5.startpage.com/cgi-bin/serveimage?url=https%3... or https://s14-eu5.startpage.com/cgi-bin/serveimage?url=https%3A%2F%2Fpbs.twimg.com%2Fmedia%2FEMaqUcPXsAYdxJJ.jpg&sp=e0575c4359b6da3b15367c9d940c882a&anticache=462179 https://s14-eu5.startpage.com/cgi-bin/serveimage?url=https%3...) towards more of a "build once according to strict instructions then set aside". It's all quite sad. But then again, at the same time, the company was in dire financial situation under the previous management. There is some chance that without this pivot towards franchises LEGO would not even exist anymore (though I doubt it honestly).