Star Wars AMP’D

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I am sure they want to directly compete with Star Wars Lego. They put out Transformers Kreo (lego type building sets), but I'm sure can't offer Star Wars Kreo as it would be too similar to lego, so they came up with Amp'd.
My biggest problem is why name it like an energy drink? I would love it to be more like a Knex, or Erector set type toy, so you could build spaceships, even the death Star.
 
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I'm passing but I think kids will like these. When I was a kid the droid factory was favorite play set. I think the play ability is high on this one. I'll have to what my kids think.
 
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