Turning to Tie-Ins, Lego Thinks Beyond the Brick

Lego has rebuilt itself, but its new Hollywood-themed products are a far cry from the purely imagination-oriented play that drove the company for years

New York Times, September 6, 2009 — FROM the outside, there is nothing playful about the drab, two-story Lego Idea House here, where designers gather in whitewashed rooms to dream up new toys. But upstairs, behind a series of locked doors accessible only to employees with special passes, is a chamber that might as well be toy heaven for kids — and more than a few adults.

Multicolored Lego creations in every imaginable size and shape spill from the shelves, from Indiana Jones’s biplane to Darth Vader’s fighter. Boxes stamped “confidential” hold potential future blockbusters, like Buzz Lightyear, the hero of the “Toy Story” animated films, as well as a police station bustling with miniature cops and robbers.