How Lego Built a Media Empire Beyond Bricks

One of the toy maker’s first moves into content was the Bionicle line in the early 2000s

By Wall Street JournalJan 27, 2023 10:30 am

Content helped build Lego into the world’s largest toy maker.

Its movies, TV shows and video games take advantage of licensing deals with some of the world’s biggest brands, like Batman and Star Wars, to grow its customer base.

Photo illustration: Ryan Trefes