The Wall Street Journal published an article analyzing the ripple effects of the release of a BTS (the mega-popular Korean boy band) set by Lego, a Denmark-based global construction-block toy company.
The WSJ piece states, “Lego will release a building set featuring BTS, a group that remains crucial to the success of Hybe (the band’s agency).”
“A new deal with Lego A/S will put the K-Pop sensation’s historically strong influence and marketability to the test.”
“The Lego collaboration will test if BTS’s brand-licensing deals can prove fruitful for Hybe even without BTS around to promote them as a group,” it added.
“The Lego deal marks one of BTS’s first major collaborations (with a multinational corporation) since it announced last year that its members would be taking time away from each other to release solo music,” WSJ said, and called BTS a “K-pop sensation.”
Lego Group on its official Twitter account and YouTube channel said on Feb. 16 it will release a “BTS Dynamite-set,” based on the K-pop group’s eponymous music video, on March 1 in both on-and-offline stores.
The YouTube video by Lego Group contains scenes of Lego BTS members dancing to their song “Dynamite” in the boy band’s eponymous music video.
In an interview with WSJ, Rebecca Takacs, a 22-year-old fan from Seattle said, “When I heard about the news, I could not stop smiling.”
Takac said she plans to go to her local mall on the date of the release to purchase the set, saying, “I have the release date written down in my planner.”
The BTS Lego set costs USD 99.99, and is composed of 749 bricks. The completely built set is 38 cm wide, 16 cm long and 14 cm tall.
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