BTS members are working solo these days. A new deal with Lego will put the K-Pop sensation’s historically strong influence and marketability to the test.
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 TrefesThe BTS band members are working solo these days. A new deal with Lego A/S will put the K-Pop sensation’s historically strong influence and marketability to the test.
Lego said Thursday it was collaborating with the South Korean band on a so-called BTS Dynamite set. It features blocks that replicate some scenes from the group’s music video for the hit song “Dynamite,” including a doughnut shop, record store, basketball court and stage. Geared toward adults, the set includes miniature figures of the seven members and has a mechanism that allows them to move in sync when they’re positioned on the stage.
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