Behind the Hype: How LEGO® and Star Wars™ Became a Multi

For over a quarter century, LEGO® and Star Wars™ have shared one of pop culture’s most enduring creative partnerships. When the first sets landed in 1999, which was then timed with Star Wars: The Phantom Menace™, the collaboration did more than merge bricks with blasters, it bridged generations of fans. From those early builds like the TIE Advanced Fighter and Landspeeder sets to modern masterworks that span every trilogy, LEGO Star Wars became the blueprint for how play could meet cinematic storytelling, and how nostalgia could be endlessly rebuilt.

In our latest Behind the Hype series, we trace how a modest licensing deal between LEGO Group and Lucasfilm evolved into a full-blown cultural phenomenon. What began as a handful of toy sets transformed into a living archive of the Star Wars