The LEGO set has been delayed for an unspecified amount of time, citing a review of their partnership with Activision Blizzard.
Several months ago, we saw corporate sponsors abandon Activision Blizzard in droves, as T-Mobile and State Farm insurance were quickly joined by IBM and Kellogg’s in pulling their ads from Overwatch League matches. Since that time, Xfinity was also quietly removed from the Overwatch League partners page, leaving only Coca-Cola and teamspeak remaining.
This list previously included T-Mobile, State Farm, IBM, and Xfinity, as well as Kellogg’s Cheez-It Grooves and Pringles Wavy brands.
Although LEGO was never an official sponsor of the League, their limited partnership to produce sets advertising the upcoming game is in no way less impactful, as merchandise sold through the Blizzard store and other retailers have long been an important part of marketing. Interestingly, the Online Blizzard Store has also entered hiatus, following an announcement last month that it would be transitioning to a “new experience.” Although light on the details, the announcement implied that Blizzard would be ending its partnership with sportswear seller Fanatics, which took over operation of the Blizzard Store in 2019 and very quickly suffered a poor reception from customers due to the equally poor quality of their merchandise.
In this case, it seems more likely that the contract with Fanatics simply expired, rather than the change being a direct result of Activision Blizzard’s increasingly dinged reputation. Either way, it’s probably good news for fans of Blizzard branded apparel, although we do not yet have a date for the re-launch of the Blizzard store outside of early 2022.