LEGO’s product catalog is saturated with promotional tie-ins and intellectual property (IP) LEGO sets. So how did we get from McDonald’s Happy Meal toys to today’s movie tie-in sets and Comic-Con exclusives? Join us on our journey as we look at LEGO’s IP partnerships of yesteryear. I do highly suggest you take a read of the first article in this series about the earliest instances of partnerships and co-branded sets, as there were a few I missed in the early years which I will cover starting right now! (Pictures in this article come from BrickLink, BrickEconomy and Brickset.) Have You Had Yours? Promotions with UK cereal maker Weetabix were in full swing in the 1970s. Consumers collected tokens from Weetabix boxes and could redeem them for these exclusive sets. 00-1 Vintage Castle was one of the four that was offered. Others included the Weetabix House v1 (1976), Weetabix House v2 (1976), Weetabix Windmill...

