In a way, the unveiling of a LEGO Stranger Things tie-in is like the toy-brand equivalent of Disney-Marvel’s “Avengers: Endgame.” Before, during, and after its product launch this week the hype’s still intense for The Upside Down (75810). It helps that LEGO’s milking the 1980s aesthetic of the Netflix series for some great promotional material.
One of the LEGO teasers was an eighties-style LEGO TV advertisement. It was followed up on launch day by a designer video made up like a talk show. Both featured era-appropriate graininess and bits of static too. The convention is maintained in this latest commercial.
The ad shows the LEGO Stranger Things – The Upside Down (75810) set. This time it looks like an item being offered in a TV shopping channel. While a smarmy commentator talks about the set’s features, a presenter points them out on the rotating display. Static on-screen text adds atmospheric flavor.
But this is a set based on “Stranger Things,” a show that really masters scary moments. The moment the presenter flips set 75810 to demonstrate the “Upside Down” side, the ad cuts out. For a few seconds, the display is left in the dark, with the show’s mood soundtrack playing.
It disappears as quickly as it comes, though. The presenter carries on with the display gestures while the voiceover is briefly confused. Once the Upside Down (75810) segment is complete, the “shopping channel” tries to present the next item only to go into expected static.
You’d think LEGO’s just become the primary toy merchandise manufacturer for Netflix’s “Stranger Things.” True, they said the set’s a one-off tie-in, but you’ve got to wonder with all of LEGO’s effort in promoting it. LEGO Stranger Things – The Upside Down (75810) releases June 1.