Co-branding is a practice long used by businesses to build brand equity, and if executed correctly, can catapult sales for both parties. Slapping the Batman logo on a product may seem like the easy option for marketers, but results can also be disastrous, as evidenced by McDonald’s cold response to the ‘McWhopper’, a recent social media proposal put forward by rival firm Burger King. Inevitably an element of risk always exists when co-branding, but the key to reducing such risk is to connect brands that are complimentary, not competing. Toy construction specialists Lego therefore provide the perfect blueprint of how two compatible brands can exist side by side and successfully grow together.