Lego usually partners with upcoming movies so that they launch the action figures or corresponding play sets just as the movie comes out. The advantage is that it piggy backs on the marketing campaign of the movie. The disadvantage is that when the movie hype dies down or when the movie stops showing in the theaters, the revenue from the toys also declines.
But video games have a longer shelf life and so in 2005, Lego expanded on its relationship with Lucas Films (it sells Lego’s brick sets based on Star Wars and Indiana Jones) by partnering with game developer TT Games to create Lego Star Wars: The Video Game, released at the same time as Star Wars Episode III: Revenge of the Sith.
