Fox Builds Its Second Show Around a Popular Brand With Lego Masters

Already a hit in Britain and Australia, series makes its U.S. debut tonight

Lego Masters host Will Arnett also voices Lego Batman in the Lego theatrical films. Ray Mickshaw/FOX

Key insights:

Some brands are able to get their names inserted into TV titles via a sponsorship, but only a few are big enough to become the subject of a show themselves.

@jasonlynch jason.lynch@adweek.com Jason Lynch is TV Editor at Adweek, overseeing trends, technology, personalities and programming across broadcast, cable and streaming video.