This year, LEGO has eschewed the traditional snowy sentimentality of corporate holiday advertising in favour of something far more chaotic: a brick-built cat with a penchant for disruption. While the campaign, titled “Cataclaws”, centres on the anarchic joy of rebuilding the world, it is the background details that will likely catch the eye of the observant geek.
The advertisement features Cataclaws, a feline built from LEGO bricks, transforming the mundane world into a colourful playground. However, for the Geek Native audience, the narrative focus is less on the cat and more on the subtle, respectful nod to the diverse intellectual properties (IPs) that now constitute the LEGO ecosystem.
In a blink-and-you’ll-miss-it moment that acknowledges the massive surge in anime popularity, Monkey D. Luffy from One Piece makes an appearance. This inclusion is significant; while LEGO has long embraced Western pop culture, the acknowledgement of anime giants like One Piece suggests a broadening of their cultural horizon.
Naturally, the heavy hitters are present. Darth Vader is seen casually enjoying the festive chaos, a reminder of the enduring partnership between LEGO and Star Wars. Similarly, Batman makes a cameo, reinforcing the brand’s long-standing ties with DC Comics. These aren’t just product placements; they are a recognition that modern play is often defined by the fandoms we inhabit. The ad serves as a visual representation of a modern collector’s shelf: a chaotic, joyous mix of genres, media, and universes sitting side by side.
Gifts for the discerning geek
For those inspired by the ad’s multi-fandom approach, LEGO has curated a selection of sets for the holiday season. A browse through their Christmas gifts page reveals several items specifically targeted at the Geek Native demographic.
For the tabletop enthusiasts, the Dungeons & Dragons: Red Dragon’s Tale set is a standout. It represents a significant crossover between the world of plastic bricks and pen-and-paper roleplaying, offering a buildable dungeon crawl that actually functions as a game.
If the ad’s inclusion of Batman sparked an interest, the Batman: The Animated Series Gotham City skyline is a piece of wall art that appeals to the nostalgia of the ’90s cartoon era. It is a dense, detail-rich build that serves as a display piece rather than a toy.
For fans of Middle-earth, LEGO highlights The Lord of the Rings: Barad-dûr. This towering model of Sauron’s fortress is aimed squarely at the adult collector, offering an imposing silhouette that dominates any display shelf.
Black Friday launch: The Final Frontier
Looking ahead to the immediate future, LEGO is gearing up for its annual Black Friday event with a release that genuinely qualifies as historic. After years of fan petitions and custom builds, LEGO has officially acquired the Star Trek license.
The headline release for Black Friday is the massive U.S.S. Enterprise NCC-1701-D. This set marks the first official collaboration between the brick giant and the Roddenberry estate, breaking a long-standing licensing deadlock that often saw competitors producing Trek merchandise. The set is aimed strictly at the adult market, capturing the intricate curves of the Next Generation flagship in a scale that demands significant display space. For Trekkies who have watched Star Wars fans enjoy decades of UCS sets, this release represents a long-awaited victory.
