New or controversial industries like prediction markets (Kalshi, Polymarket) strategically partner with established, century-old brands like the NHL. This association provides instant credibility and mainstream acceptance, acting as 'business arm candy' to legitimize the newer, disruptive venture in the public eye.

A brand's history is a valuable asset. The most powerful ideas for future growth are often rooted in the brand's 'archaeology.' Reviving timeless concepts, like the Pepsi Taste Challenge, and making them culturally relevant today is often more effective than chasing novelty.

In an age dominated by AI, owning valuable intellectual property is a key competitive advantage. The goal is to build a modern IP empire like Pokémon ($100B value) by developing characters through various media that embody and teach positive virtues like accountability.

For the past five years, the top-performing shows on major streaming platforms have been adaptations of video game IP, such as 'The Last of Us', 'Fallout', and 'The Witcher'. This demonstrates a significant cultural shift where gaming franchises are now the dominant source of new, blockbuster entertainment content.

As audience fatigue with superhero movies grows, Hollywood studios are increasingly turning to the video game industry for their next wave of reliable, high-grossing intellectual property. Films based on Minecraft, Super Mario Bros., and The Legend of Zelda signal a significant shift in where entertainment giants are sourcing their blockbuster content.

Lego maintains relevance by replacing over 400 products each year. Their structured creative process blends internal ideas with external cultural trends, leveraging partnerships with major IPs like Star Wars for early insights. This ensures their product roadmap aligns with what will capture kids' future attention.

For character-based toys, the path to scale isn't just selling more dolls; it's creating a universe around them. Following the "Paw Patrol" model, toy brands should prioritize creating animated content (even short, AI-generated clips) that builds emotional connection. The toys then become high-margin merchandise for an engaged audience.

The success of events like the Daft Punk concert in Fortnite signals a strategic shift. IP holders will launch new brands within games first to build community, then expand to movies or TV. Games are now viewed as the most influential social platforms, not just secondary marketing channels.

LEGO doesn't just co-brand products. Its partnerships with franchises like Star Wars are deeply integrated into its business model, spanning museum exhibits, video games, and special collections, offering a lesson in holistic collaboration that becomes central to the company's strategy.