Star Wars Lego models are seen at the Bricks & Figs museum in Krakow, Poland, on April 15, 2023. A design director at the Denmark-based Lego company, he has spent the past 25 years creating Lego Star Wars sets. Now, Lego Star Wars has become a blueprint for the company's other brand deals — think Harry Potter, Batman and Marvel's Avengers. The Lego Star Wars collaboration came at a time of financial turmoil for Lego. Lego Icons, Lego Technic, Lego City and Lego Harry Potter also performed well.

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Persons: Jens Kronvold Frederiksen, Frederiksen, Darth Vader, Harry Potter, Jill Wilfert, Wilfert, It's, Paul Southern, Shirlaine Forrest, " Frederiksen, we're, Southern, We've Organizations: Anadolu, Getty, Star, CNBC, Disney, Epic Games, Lego Star, Lego, Force, Manchester Central, Imperial, Star Wars, Lucasfilm, Walt Disney Company, Lego Star Wars, Warner Bros, Games Locations: Krakow, Poland, Denmark, Lego, Manchester, England