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May The 4th And Your Wallet Be With You
How Star Wars fans help LEGO keep alive their longest-running licensing deal…
May the force be with you, to say no to every new Star Wars LEGO wave the Danish toymaker hits us with every year on the same date — the 1st of May. Because even if you’re just a bit of a fan, love LEGO sets, invest in LEGO sets, have an interest in Space, you’ll find it difficult to stay away from the LEGO stores in the first week of May.
Just how hard? Well, hard enough that even the partner delivery companies struggle with the sudden spike of orders. It’s like Christmas with no Santa and reindeers in sight. It’s more like attack of the Clones, where every LEGO and Star Wars fan buys up all the LEGO sets they can get their hands on. Yours truly included.
But how did we get here? How is it that something as “silly” as some Star Wars LEGO sets, fly off the shelves like there’s no tomorrow? Well, a long time ago, in a Galaxy far away… well, pretty close, actually, it being our own and all, somewhere in Denmark, in a place called Billund, a decision was made in the late 1900s — 1998 to be more exact — to strike a licensing deal with Lucasfilm. The first lovechild of this partnership became known as the Lightsaber Duel, set #7101.
The LEGO — Star Wars partnership…
