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They were having more and more competition, and they focused on licenses: star wars, harry potter, etc.

Others can copy lego (with less quality) but the licensing deals protect them. Very wise.



Lego is also often the only game in town.

Star Wars' Kenobi TV show had this sleek black ship to transport the Imperial Inquisitors. Lego made a set of it. No other toy manufacturer has, so if you want to play with your own Inquisitor shuttle, Lego is the only choice. Why, I wonder? There are Star Wars toys that are not Lego, so why are those toy makers not jumping on the opportunity? I honestly don't get it. Unless Lego has a deal with Disney to be the only ones authorized to make toys of certain vehicles/scenes/characters.




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