# Pop Culture Toy Photography Dale May's LEGO Wars Series is Nostalgic and Playful By Vasiliki Marapas | Published 2013-10-02 | Fashion Source: Trend Hunter, https://www.trendhunter.com/trends/lego-wars References: [trendland](http://trendland.com/lego-wars-by-dale-may/?utm_source=twitterfeed&utm_medium=twitter&utm_campaign=Feed:) & [collabcubed](http://collabcubed.com/2011/12/08/dale-may-lego-wars/) Photographer Dale May departs from his usual routine of celebrity portraiture for this new series entitled ‘Lego Wars.’ May combines elements of popular culture, fashion, advertising and nostalgia by using macro photography to capture tiny LEGO figures of iconic Star Wars characters. Though the figurines are actually tiny, May’s photographic technique makes them look stately and impressive. The figures really come to life in front of various backgrounds – most notably, the different logos of luxury fashion houses and brands. For instance, one shot features a LEGO Dark Vader in front of a graffiti’d recreation of the [Chanel](https://www.trendhunter.com/trends/coco-mademoiselles) logo; in another, [C-3PO](https://www.trendhunter.com/trends/lego-c3po), the gold robot from the series is pictured in front of a wallpaper of [Louis Vuitton](https://www.trendhunter.com/trends/louis-vuitton-lego-christmas-display). Yet another shot features a cheeky, winky Princess Lea. The end result is a larger-than-life photo series that reminds you of your childhood. ## Trend Insights (Trend Hunter) - Score: 5.8/10 - Popularity: 84% | Activity: 82% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Fashion](https://www.trendhunter.com/fashion) > [Photography](https://www.trendhunter.com/stylephotography) ## Key Themes ### Why This Trend Is Growing - **Pop Culture Toy Photography:** Opportunity for brands to collaborate with photographers to create unique and nostalgic visual content using popular toy characters. - **Macro Photography:** Potential for photographers to explore macro photography techniques to create visually impactful and detailed images with small toys. - **Nostalgic Advertising:** Brands can tap into nostalgia by incorporating iconic toy characters into their advertising campaigns, creating a sense of playfulness and relatability. ### Industries Being Reshaped - **Photography:** Disruptive innovation opportunity for photographers to specialize in toy photography, catering to brands and individuals seeking unique visual content. - **Toy Manufacturing:** Opportunity for toy manufacturers to collaborate with photographers and brands to create limited edition toy sets and merchandise based on popular culture franchises. - **Advertising and Marketing:** Brands can incorporate nostalgic toy characters into their advertising campaigns, offering a fresh and creative angle to connect with consumers. ## Related on Trend Hunter - [Fandom-Honoring Building Block Sets](https://www.trendhunter.com/trends/fandomhonoring-building-block-sets.md) - [Sci-Fi-Honoring Toy Puzzle Books](https://www.trendhunter.com/trends/force-of-creativity.md) - [Sci-Fi Franchise Logo Puzzles](https://www.trendhunter.com/trends/brickbuilt-star-wars-logo.md) - [Retro Space-Themed Puzzled Posters](https://www.trendhunter.com/trends/john-carter.md) - [Whimsical Miniature Toy Campaigns](https://www.trendhunter.com/trends/grogu.md) - [Festive Sci-Fi Building Toys](https://www.trendhunter.com/trends/gingerbread-atat-walker.md) - [Celebratory Sci-Fi Toy Sets](https://www.trendhunter.com/trends/lego-star-wars-25th-anniversary.md) - [Sci-Fi Scene-Inspired Lego Sets](https://www.trendhunter.com/trends/scifi-sceneinspired-lego-set.md) - [Pop Art Factory Sculptures](https://www.trendhunter.com/trends/lego-campbells-soup.md)