Will there soon be a LEGO figure of Billie Eilish?

LEGO and Universal Music are joining forces. The toy manufacturer is not only asking the musicians among you to pay up, but is also promising to bring fans of the big stars of contemporary pop culture into its arms.

What exactly we can expect is still unclear. Presumably there will be licensed merchandise sets of the most famous musicians. Apart from LEGO and Universal Music praising each other to the skies, they reveal little in their press release. The press release contains marketing bluster from Olivier Robert-Murphy, Global Head of New Business at Universal Music Group: "With this partnership, we will enable a new interactive path that will inspire the next generations of fans and creative visionaries." Julia Goldin, CMO of the LEGO Group, also has beautiful words without content about the partnership: "Music has this incredible power to inspire and connect children and families - just like the LEGO brick." I don't know what you think, but I'm about to throw up a rainbow.

Personally, I'm rather sceptical about this partnership. This is a clash between two market-leading companies that are primarily interested in maximising profits. LEGO has been pursuing a controversial pricing policy for years and the music industry can't exactly write moral values on its forehead. Admittedly, I am also curious. LEGO has been with me since my childhood and I couldn't imagine my life without music. So I'm wondering whether they can create a suitable symbiosis. But maybe it will be irrelevant and overpriced sets that fans will buy anyway. We'll find out next year when the first LEGO sets are released. I will definitely take a closer look at one or the other. And of course you'll be able to read about it here.