the lego movie: Marketing

1. Let your viewers experience the story
2. Advertising
3. Involve your audience in the making of the film
4. film posts
5. trailers
6. soundtracks
7. Mcdonalds (happy meals)
8. online games (new games)
9. merchandise
10. board games (new)

synergy

1. 17 lego world sets
2. 16 collectable mini figures
3. the lego movie video game
4. range of school supplies
5. sticker and activity books

https://www.lego.com/en-gb/videos/themes/lego-movie

1. each week in january 2014, a new character poster was released.
2. lego stores scheduled linked events.
3. free accessory packs were available in stores after building creative models in store

A horizontal integration consists of companies that acquire a similar company in the same industry, while a vertical integration consists of companies that acquire a company that operates either before or after the acquiring company in the production process.