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If you build it ...

How do you make sure your kids grow up to be sports fans? Lego, of course.

Updated: May 13, 2004, 12:52 PM ET
By Ivan Maisel | ESPN.com

Baseball's foray into movie marketing as an attempt to reach young people died suddenly at the intersection of New Coke and Joe the Camel. There will be no "Spider-Man 2" logos on bases. But the fault lies in the execution of the idea, not the idea itself. The marriage of professional sports and children can be arranged through the third party of pop culture. I have witnessed it in my own home; and for that, I have David Stern to thank.

Tell me all you want about the NBA's successes in ...

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