Lego’s 1981 Ad Campaign
Both the product and the ad are highly representative of '70s Nordic social ethics and aesthetics. A single product line called "Universal Building Sets" is an almost Platonic ideal of democratic creativity.Today's Lego has 33 product lines:
http://www.lego.com/en-us/productsWhen your Legos are branded as "Chima", "Bionicle", "Ninjago", "Marvel(tm) Super Heroes" or "Disney(r) Star Wars(tm)", it's expected that you play within the existing marketeer-created universe. Less blank canvas, more coloring book with product placement.