I wouldn't be surprised if branded partnerships have minimal profit and are mostly intended to keep a premium market perception. Lego was pretty famous for doi

I wouldn't be surprised if branded partnerships have minimal profit and are mostly intended to keep a premium market perception. Lego was pretty famous for doing branded partnerships and still struggling [1]. This lead them to come up with more of their own IP like Bionicle and Ninjago. [1] https://en.wikipedia.org/wiki/Bionicle#Concept https://en.wikipedia.org/wiki/Bionicle#Concept