ABSTRACT
The remediation of classic and long-lost children's film, television, games, and toys highlights the increasing importance of nostalgia within contemporary popular culture. This chapter argues that Danish toy company Lego's shift from educational children's toy to transmedia adult collectible may be part of the wider trend of "rejuvenilisation" described by Christopher Noxon, but is, more importantly, characteristic of contemporary convergence culture. It highlights the importance of nostalgia in the influencing of what childhood media and commodities get remembered but also how nostalgia acts to enhance the original potentials of those remediated texts and commodities. There is an inherent conflict between how childhood texts are re-branded by producers and how fans choose to remember and negotiate those texts online. As a consequence, the chapter also considers the reconstruction of personal and public memories of childhood in the digital sphere and assesses how adult fans use Lego in the construction of a new media identity within the wider online community.
