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:
- Lego expects an engagement boost from viewers but says it didn't just make the show to sell its product.
- Wary of making a misstep that would alienate fans, the brand spent a year and a half fine-tuning the concept with producers before signing on.
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.
