I've just about got my head around Lego Star Wars as a brand in its own right but just look at the launch commercial for this new hybrid.
We've got adidas Originals in there and Star Wars plus three other brands of the humanoid variety - Beckham, Snoop Dogg and Daft Punk. Isn't it a bit over the top?
The endline is "Celebrate Originality". I'm not sure if this is an ironic touch. Or maybe it's a reference to creativity as putting things together that haven't been put together before.