It's actually really smart of them to pivot from being known as D-tier LEGO knockoffs to paying a shitload of money to take on popular licenses that LEGO won't touch(The Simpsons is the most risqué thing that LEGO licenses by a wide margin and they only started doing that this year.) I believe Mattel bought them earlier this year, before that they were owned by like...Rose Art, which were Crayola knockoffs when I was a kid.
They actually put out a lot of interesting, intricate models through the Call of Duty and Halo lines but I can't justify paying LEGO prices for them.
(Yeah, peddling military propaganda to kids is gross but can I deny my hypothetical kids GI Joe?

)
The true head-scratchers are stuff like Gears of War Erector sets, K'nex Titanfall and McFarlane buildable Walking Dead dioramas.
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