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The Sacred Power of Lego-Chi

With a focus on the significance attributed to ‘Chi’ in Lego, Legends of Chima, the aim of this article is to examine how religion is produced, reproduced and transmitted in the products and narratives that have been developed around one of the toy company Lego’s recent commercial successes. The article will explore the intersection between New Age spirituality, transmedia toy supersystems and global, hybridized popular culture as a noteworthy site for religious change, a site where Lego accordingly becomes a potential contributor in these transformations.