BentBricks
Member
Isn't that exactly what they're doing? The BTTF set has an exclusive hoverboard, the Wizard of Oz set has the Wiched Witch that's not available anywhere else, Unikitty's face brick is unique, etc.
I meant specifically LEGO created IP, but yes you are correct. I forgot about Unikitty.
LEGO seriously can make money doing IP's like POP! statues or minimates does where they make almost everything.