Lego Star wars is MASSIVE. It sells by the boat load. Kids lap it up. Same with the other movie tie ins. Why would it not?

I play Lego star wars the game, and obviously I now want all the characters in real Lego.

Doing movie/character tie ins, gives customers what they want.

I was pretty excited to see http://www.legosuperheroes.com/ (Lego are making a new superhero range in January).

And for people who don't want the movie tie ins, there are still tons of generic building sets you can buy.