National Lego Day, Data-Driven Ideas for LEGO’s Next Big Collaboration
National Lego Day is a moment to celebrate creativity, nostalgia, and the cultural power of one of the world’s most iconic brands. LEGO collaborations have become a strategic growth lever, bridging fandoms, attracting new audiences, and reigniting passion among existing ones. But which partnerships would resonate most right now?
Using TelmarHelixa audience intelligence, we analyzed brand and franchise affinities to uncover which properties LEGO fans are most over-indexed against. The results point to some surprising, and highly strategic, opportunities.
The Data Behind the Bricks
Our analysis reveals five franchises with the strongest affinity among LEGO-engaged audiences, indexed against the general population.
These aren’t just popular names, they represent distinct audience mindsets LEGO could tap into.
What These Collaborations Signal
Power Rangers, Multigenerational Nostalgia
Power Rangers combines retro appeal with ongoing relevance through reboots and streaming. A LEGO collaboration here would resonate with both adults who grew up with the franchise and younger fans discovering it for the first time.
Build-A-Bear, Emotional Customization
At first glance, this may seem unexpected. But both brands thrive on creativity, personalization, and emotional connection. A LEGO x Build-A-Bear collaboration could unlock experiential retail, co-branded playsets, or customizable builds that appeal to families and gift buyers.
Mortal Kombat, Mature Fan Engagement
The strong affinity with Mortal Kombat highlights LEGO’s adult fan base, particularly those drawn to gaming culture. This opens the door for collector-focused sets, display pieces, or 18+ collaborations that lean into nostalgia rather than play.
Starfield, Sci-Fi World Building
Bethesda’s Starfield is all about exploration and universe-building, a natural fit for LEGO’s modular design ethos. This partnership could appeal to sci-fi fans who enjoy immersive storytelling and creative construction.
DOOM, Iconic Gaming Legacy
DOOM’s high affinity underscores the overlap between LEGO fans and hardcore gamers. While unconventional, a stylized, display-driven LEGO DOOM set could mirror the success of other adult-focused IP collaborations.
Why This Matters
LEGO’s most successful partnerships don’t just follow pop culture, they align with audience passion points. By using affinity data, brands can identify collaborations that feel authentic, expandable, and commercially viable.
National Lego Day is a reminder that creativity is strongest when it’s informed by insight. The next iconic LEGO collaboration might already be hiding in the data.
About the Data
Affinity multipliers reflect how likely LEGO-engaged audiences are to engage with each franchise compared to the average consumer, powered by TelmarHelixa audience intelligence.
