Given how pervasive LEGO construction sets based on movies have become, it might be hard to believe the first ones appeared less than 20 years, one of the tie-ins promoting Star Wars: Episode I – The Phantom Menace. Over the subsequent two decades there have been plenty of other partnerships for franchises including Harry Potter, Indiana Jones, Jurassic World and more.
Since 2012 The LEGO Group has kicked up their film marketing activities significantly, producing officially-sanctioned posters for a handful of movies – usually the same ones they’ve created toy sets for – that have gotten lots of attention and helped both sides of the partnership.
In general, these alternate versions are recreations of a movie’s theatrical or teaser poster, taking the same layout and arrangement and simply replacing the human actors with minifigs and the ships or buildings with their LEGO equivalents. The results are often charming and playful where the originals may seem more serious and dour.
In the six-plus years LEGO has been producing these posters it’s focused primarily on a handful of key franchises with broad audience awareness and passionate fanbases that are likely to be interested in these kinds of variants, sometimes available exclusively as promotional swag at San Diego Comic-Con or other events.
To celebrate last week’s 40th anniversary of the LEGO minifig, let’s look at the times when minifig versions of movie characters have graced posters for some of Hollywood’s highest-profile releases.
Marvel Cinematic Universe
Beginning with 2012’s The Avengers, LEGO has produced poster variants for many Marvel Studios releases. Those include Iron Man 3, Thor: Ragnarok, Avengers: Infinity War, Spider-Man: Homecoming, Avengers: Age of Ultron, Black Panther and Ant-Man.
No movie series is perhaps more closely associated with LEGO than Star Wars. It was, as mentioned above, the first licensed franchise the company got involved with and kicked off a 20 year relationship.
It wasn’t until 2015, though, that LEGO Group started producing themed posters for the franchise. That started with bricked versions of the one-sheets for the Original and Prequel Trilogy films. Specifically, the theatrical posters for the Prequels were recreated while it was the Special Edition versions of the OT movies that were updated. Of course that was all part of the build up for The Force Awakens, which got its own LEGO poster later in the year.
Since then each new Star Wars movie has received LEGO promotional posters. That includes Rogue One: A Star Wars Story, Star Wars: The Last Jedi – for which there both theatrical and character posters – and Solo: A Star Wars Story.
Putting aside the fact that much of the marketing for 2014’s The LEGO Movie and 2017’s The LEGO Batman Movie was focused around selling LEGO-ized versions of the Dark Knight, the toy company has provided support for the more…serious…cinematic takes on DC’s stable of heroes.
Apple even got in on the fun, putting out LEGO recreations of the posters for the first four Batman movies – the ones released between 1989 and 1997 – to help promote the home video debut of The LEGO Batman Movie.
LEGO’s promotional activities for these and other movies doesn’t end at the occasional poster, of course. This year saw a life-size LEGO recreation of the Millennium Falcon cockpit from Solo at San Diego Comic-Con. The annual convention also frequently features full-size sculptures of heroes and villains from that year’s big super hero movie, including Thanos, Wonder Woman, Captain America and others. SDCC attendees can also usually buy exclusive movie-tie in sets at the company’s booth.
There was also an official LEGO version of the Solo trailer released earlier this year as part of the hype cycle for that movie and a minifig recreation of the first promotional photo for Rogue One. On social media LEGO also has some fun with its preferred franchise partners, sharing a GIF from Spider-Man: Homecoming, reacting to the trailer for the new Fantastic Beasts movie and more.
So here’s to 40 years of the ubiquitous minifig. You’ve been stepped on in the middle of the night by many a barefooted parent, but you’ve also provided some fun movie marketing moments.