Titlebook: Cultural Studies of LEGO; More Than Just Brick Rebecca C. Hains,Sharon R. Mazzarella Book 2019 The Editor(s) (if applicable) and The Author

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Die operative Gesch?ftst?tigkeit im Auslandtests to their knowledge of pornography from multiple eras. Ultimately, the anti-realism and self-referentiality of LEGO porn can prompt us to reflect on the phallicism and inequities of both this and more mainstream forms of the genre.

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rskin concludes that by portraying hegemonic dynamics in their building sets, LEGO misses an opportunity to offer more gender-inclusive understandings of the occupations and roles considered culturally appropriate for boys, girls, women and men, as well as to foster children’s empathy for animals.

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In a “Justice” League of Their Own: Transmedia Storytelling and Paratextual Reinvention in LEGO’s DC: texts and paratexts, animation and films, toys and games, history and narrative merging across multiple continuities. This chapter thus highlights the interconnected nature of corporate production, media content creation and transmedia world-building in the contexts of character development.

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“Hey, Kids. Who Wants a Shot from the Merch Gun?!”: LEGO Batman as a Gateway Commodity Intertextwith (and promoting) other branded characters, and by presenting Batman as an isolated figure who could be reformed with other characters’ help, LEGO created many strategic opportunities for the cross-promotion of commodities to benefit its own brand and those of its franchise partners.

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