Arrakis, Spice, Desert… hearing these words when the LEGO Dune Atreides Royal Ornithopter was revealed was a wonderful day if you are a nerd. Growing up in the 1980s, the book Dune and subsequent movies inspired my love of science fiction even more. So this got me thinking: When and how did all of these promotional tie-ins and intellectual property (IP) LEGO sets get started? How did we get from Classic Space or Pirates to an awesome branded flying mosquito? Dune Atreides Royal Ornithopter by LEGO Expanding upon the original article “Everything You Want to Know About Tiny Themes: IPs” by fellow BrickNerd Griffin Rose, I wanted to look at the earliest instances of partnerships and co-branded sets that have since kicked off their modern onslaught of IP-based sets. Way Back When… Since the early days, LEGO has produced sets in collaboration with various other businesses. Some of the earliest of these...

