HOT BLAST: An unhappy goodbye to Lego
Aug 06, 2013 | 1700 views |  0 comments | 23 23 recommendations | email to a friend | print
In this undated photo provided by the Sarasota County Sheriff's Office, a Lego man stands in the water at Siesta Key Public Beach in Sarasota, Fla. (AP Photo/Sarasota County Sheriff's Office)
In this undated photo provided by the Sarasota County Sheriff's Office, a Lego man stands in the water at Siesta Key Public Beach in Sarasota, Fla. (AP Photo/Sarasota County Sheriff's Office)
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Has Lego jumped the plastic toy shark?

Yes, writes Molly Wood at CNET. Her complaint stems from licensing deals with famous brands and characters, an arrangement that, according to AdWeek, has made Lego the most valuable toy company in the world.

Wood writes:

My biggest complaint about the licensed sets, other than their always increasing cost, is that they're basically the antithesis of the Lego model: where I remember building and learning to build with the Lego blocks of my youth, these new sets simply require children to follow somewhere between 100 and 300 steps to build a very specific, one-time use vehicle or environs. Then, 2 to 7 hours later, they're done, moved on to the next shiny branded toy. 

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