Lego, unlike many toys, has stood the test of time for both popularity and function.  Although there have been several new competitors into the building block market, such as Mega Bloks, Lego has established itself as one of the most sought after toys in the world.  Securing rights to such giant brands as Star Wars and Harry Potter, Lego`s famous quality and durability has pushed past the realm of being `` Just a Toy `` to being one of the most popular collectable items in recent memory.