The Advent of Commercialization: How Lego's Licensing Deals Are Redefining the Art of Collecting This summer, toy manufacturers began teasing their upcoming holiday releases, including Lego's 2026 advent calendar lineup.
The five themed sets span a range of beloved franchises, from Disney and Marvel to Star Wars and Lego City.
Lego has made shrewd business decisions by partnering with these franchises, tapping into existing markets of fans eager to collect their favorite characters in new ways.