Several animated movies have been released recently featuring characters (superheros and villians) modeled on Lego toys. It is common, especially for children's products, to create promotional tie-ins between movie characters and company marketing campaigns (e.g. fast food restaurants and breakfast cereals). What are arguments in favor of taking basically the same advertising/promotion messages using Lego characters that are developed for U.S. customers and using them in other countries (e.g. Thailand, South Africa, Saudi Arabia)? What would be arguments in favor of developing advertisements locally in those markets (e.g. based on themes such as books or stories unique to those countries)?