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Marvel x Star Wars: Hope Assembles LEGO Challenge
Marvel and Star Wars are crossing over in the comic series *Hope Assembles*, which grew from five issues to six at New York Comic Con. To extend the crossover beyond the page, LEGO invited fans to build mash-ups of characters, vehicles and scenes from both universes, with winning designs potentially becoming official sets.
Why it worked: It piggybacked on NYCC’s breaking news, then added a tangible fan stake—user-built sets that might become canon products.
The lesson: Consider tying a timely cultural announcement to a make-it-real challenge where the best fan submissions get produced or published.
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