LEGO Teases Collab with Overwatch, Sets Coming Soon

LEGO have teased via its official site that a range of Overwatch-themed could be made available soon. No further details have been announced as of yet, but the possibilities that the Overwatch brand presents is tantalising. We will most likely see sets modelled after in-game maps and areas, as well as a series of mini-figures sold in ‘blind bags’ on trend with most of their other franchise collaborations.

This collab between Blizzard and LEGO may have actually come as a surprise to some die hard fans. Back in 2012, MEGA BLOKS (LEGO’s main competitor) acquired toy-making rights to Blizzards other main IP, World of Warcraft. They took full advantage of this unlikely partnership too, pushing out 21 full play sets, including 32 character mini-figures. Interesting then that Blizzard would choose to take their business elsewhere. However, the switch to LEGO for Overwatch branded sets was probably due to MEGA BLOKS’s lower media exposure and advertising potential.

This acquisition of Overwatch’s brand rights joins a long list of other licensed LEGO products including Star Wars, Jurassic World, Marvel and DC. Similar to Disney, LEGO seems to be creating an empire of brands appealing to all demographics. There are few popular brands currently that haven’t had some kind of LEGO set based on them. That speaks to LEGO’s lasting appeal since its first conception all the way back in 1932.

There’s something very therapeutic about building and admiring a new LEGO set that appeals to all ages (unless you are over 99). The popularity of LEGO is so unchallenged that they are confident Overwatch sets will fly off the shelves. This is even when taking into account the difference in target audience between LEGO and the online team shooter.

It’ll be interesting to see what Blizzard and LEGO can think up to represent its brands in the best way. I, for one, am hoping for sets based on various objective points. Perfect for displaying and of course never, ever playing with.

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