LEGO Star Wars

Doesn’t the core of Lego’s brand reside in the physical meatspace interaction with the bricks themselves? The tactile, the auditory snik? But this Star Wars Videogame recasts Lego as an aesthetic (granted, something the underground has done for many years), a style of animation, and a proxy for kid-friendly. Sure, it’ll sell a jillion units (as will anything Anakin-tastic these days) but is this good for Lego in the long, long run?


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