Lego Batman Sets - A Winning Strategy
Since its inception in 1932, the Lego brand continues to make children and adults happy with new play sets being released in the market. Lego remains popular with adults for nostalgic reasons, while kids are able to develop their building skills while playing. It seems a great marketing pitch, but to be able to survive the fierce competition from new entrants in the market, Lego must do more than to depend on nostalgia. Lego is known for its innovations in its products as well in the system utilized to make these products, but without a real solid offering, it may stand to remain in the sidelines while other toy companies bask in glory. Lego fully understands the situation it was in that’s why it made aggressive production and marketing campaigns to promote the product and the brand. Over the years, Lego has released thousands of themed play sets which include robots, Vikings, dinosaurs, medieval, racing, and space sets, to name a few.
While this endeavor helped Lego capture a larger market, the company further widened its reach by partnering with companies that own very popular franchises such as Star Wars, Harry Potter, Sponge Bob Squarepants, Speed Racer, Indiana Jones, and Batman. All these franchises were transformed into Lego blocks and pieces, much to the delight of Lego enthusiasts and movie buffs.
Perhaps one of the most successful and profitable among the franchises that have made it to the Lego ranks is Batman. Batman sets are scenes from cartoon shows, the movies and comic books. Lego has turned famous Batman vehicles and locations into hours of toy building fun. There are Lego sets depicting the vehicles from Batman’s adventures. The Batmobile is, of course, the most popular with others being Robin’s Scuba Jet, the Penguin’s submarine and Mr. Freeze’s jeep. What are even more cool are the Batman figurines that come with these Lego vehicles. This is just a few of the Lego Batman sets that are available today.
Batman is already a very popular franchise that needs no promotion. But the partnership with Lego proved to be a wise move on the part of both companies as they are able to reel in customers from each other’s loyal following. One example of the effect of such strategic alliance is in Batman memorabilia collectors also being Lego collectors. A Batman collector who collects all things Batman is very likely to buy Lego as long as Batman is in the product. It often times doesn’t even matter what type of play set it is, as long as it’s Batman related. This kind of buying behavior can be applied to Lego collectors as well. In the end, the Batman product and Lego marriage is more than just about short-term profits. It’s important to take into account the long-term aspect of the alliance. The more Lego Batman products are released, the higher the possibility for increased customers and consequently, increased profits.
Lego Batman sets are, and always will be, popular with collectors and Lego enthusiasts alike. If a parent is into, either or Batman and Lego, chances are their kids will get into the Lego hobby as well. This is a win, win situation, both for the marketplace and the hobbyist!
