I like lego, but the magic that made them what they are is waning. The capitalized big on partnerships with entertainment brands, but that's feeling played out.

I like lego, but the magic that made them what they are is waning. The capitalized big on partnerships with entertainment brands, but that's feeling played out. When parents pick up gifts for birthday parties they'll get lego star wars or lego ninjago gifts because the birthday boy is into star wars or ninjago, lego is secondary. Lego is still great, but their lack of emphasis on the creativity that has been the promise of lego for decades---think this ad[0]---has been making them less great each year. [0] https://i.pinimg.com/originals/71/ea/f1/71eaf11fd3ade672821be80b7e5fe72e.jpg https://i.pinimg.com/originals/71/ea/f1/71eaf11fd3ade672821b...