Throughout the years, LEGO has managed to become associated with some of the biggest franchises in the world. Collaborating with Star Wars, Marvel, Harry Potter, Jurrasic Park, and other pop culture phenomena, LEGO has created a permanent association between what is "cool" and their own brand. Each brand benefits from the other, a system that has been their biggest asset and one of the reasons LEGO is such a universal and recognizable brand/product.