Alrighty then, first of all as a disclaimer, I am not speaking for LEGO System A/S. As is says in the blurb about me on this site’s homepage, I did work for the company from January 2011 through March 2012, but I do not work there at the moment, and anything I am writing here is purely as a fan.

Unfortunately, almost nobody I worked with at LEGO much cared for Disney, at least not enough to be considered a “fan” or an “enthusiast” or anything of the sort. Pity. Even despite the fact that we have been producing Disney licensed products for years and years now. In fact, the company’s first I.P. was Disney – from what I’ve heard, in the 1930s Walt visited Denmark and Ole Kirk Christiansen, the company’s founder, produced wooden Pluto pull-along toys. For real – there’s one on display in the Idea House in Billund. Check it out sometime, it’s the raddest thing they’ve got in their possession… arguably the most valuable, too, considering it crosses the boundaries of collectibility from a LEGO perspective and into the boundaries of collectibility from a Disneyana perspective… and LEGO collectors got nothing on Disney collectors, I can tell you that right now. So LEGO and Disney have had a relationship dating back somewhere around 80 years. Crazy, right?

The LEGO Imagination Center, too, in Downtown Disney, has been opened for decades. And LEGO was rumored to sponsor the Denmark/Scandinavia pavilion in EPCOT Center’s World Showcase before Denmark dropped out and Norway was ultimately opened in 86′. (In fact, the restrooms for Denmark had been built already before the pavilion shifted to Norway – I never noticed the differences in the architectural styling of those restrooms and the rest of the pavilion before living in Denmark, but the disparities are distracting now. Although I do find it poetically hilarious that what exists of Denmark in Walt Disney World are restrooms. Going to tax me 37.5% Denmark? Well, take that!) Still though, LEGO sets were sold in the Norway pavilion (at least into the early to mid 90s, as evidenced by this old photograph of my father and my brother building there in 1990. It just goes to show you that even in the happiest place in the world, kids will still sit down to build with something they have a million of back home. Weird, isnit’? )

Of course, Kodak sponsored Journey Into Imagination at EPCOT Center since opening day, with Magic Journeys opening in 1982 and the full attraction the following year. In 1999, the original attraction closed, opening shortly thereafter much to the dismay of park guests clamoring for the then removed Figment and Dreamfinder. The attraction would be closed for a second time and re-opened a third and final time, with Figment. Still, though, this current third incarnation is a bit disappointing. Most missed is the Dreamfinder himself, and even though Figment is back, his personality has changed from curious to annoying. He’s way more annoying than Stitch, in my opinion. That ain’t right. So we, as fans, know what needs to happen, don’t we? Disney needs to find the pavilion a new sponsor (R.I.P. Kodak), close the attraction, and refurbish it (definitely with Figment, potentially with Dreamfinder) and they absolutely need to reopen the Image Works on the second floor… that is some of the most prime real estate in that entire park, collecting dust. Also a pity.

So would not LEGO System A/S be the perfect sponsor of the Imagination Pavilion? I think so. Especially after working there, and seeing just how important imagination is to the product, and to its designers, the training we go through as designers, and all of that. It is one of the cornerstones of what we do. Imagination… it actually seems like a better fit than Kodak, doesn’t it? Think if LEGO sponsored the pavilion… there could be a great LEGO merchandise location there (LEGO sets are already sold in nearly all of the parks as it is), the Image Works could be re-opened as maybe some sort of ultimate LEGO building area, the current games and illusions and such already up there could be re-themed a bit. Heck, the new ride could even feature some little plastic brick cameos in there… Figment, perhaps, building a model of himself somewhere in the ride? That’d be neat.

I hope I am not getting your hopes up though. I would never see in a million years this match-made-in-heaven coming to fruition. It’s hard to put my finger on it, but LEGO does not seem like the company to invest millions of dollars into such an endeavor. You could cite the LEGOLAND parks, but those are not owned or operated by LEGO System A/S, but by Merlin Entertainment. The most LEGO handles are their larger brand retail locations, most notably those ones in the Downtown Disney’s of Walt Disney World and Disneyland. Despite the fact LEGO is making more money than ever, having bounced back from near-death in the early 2000′s, nothing the company has ever done would match such a financial investment as the sponsorship of an entire pavilion at EPCOT Center. Stop and think of some of EPCOT Center’s early sponsors – Bell Systems, GM, GE, Exxon… Even being about the second largest toy company in the world, LEGO is no Bell Systems. Hell, LEGO is no AT&T. Maybe they should sponsor some little display at Innoventions like they had before. But a whole pavilion is unlikely.

Rumors that folks like John Lasseter are intested in the Imagintion Pavilion are always refreshing to hear, but when you hear that “OMG LEGO is going to sponsor the Imagination pavilion!1!” I wouldn’t hold my breath. LEGO plays it way too safe to do something this groundbreaking, as savvy a move as you and I know it would be.