So, I saw the new LEGO Movie this weekend with the kids. The movie was fun. Pure, clean, with well... pardon the pun, a well put together screenplay. It meanders and is at times, way over the top with the kid's humor but what are you going to do? It's a kid's movie.
A Franchise Done Right
The corporate story of LEGO is downright inspiring. Pulling itself from near brand-obscurity, LEGO has had one of the most remarkable self-improvement campaigns ever to increase it's marketshare, relevancy and profile. I mean lets face it, LEGO's are mutli-color building blocks of many shapes and sizes. What kid wants that with the likes of a Game-Boy DS, iPad, IPhone, XBOX ONE, PS3, PS4 and host of virtual and online entertainment options?
The answer is all of them. LEGO has re-invented itself, offering build kits for every modern franchise from Star Wars to Harry Potter to The Lord of the Rings. You can build the Justice League's headquarters, a Death Star or the Bat cave.
And Speaking of Awesome...
Some of the most successful (console) gaming titles of 2013 included LEGO Batman 2, The Lord of The Rings and LEGO Marvel Super Heroes (that one I ran the table on that's fancy gamer speak for having played to gain EVERY achievement in the game and unlock every 'world' and character.
Thanks for letting me indulge my gamer side.
So many licensing opportunities, this movie had to be a compliance attorney's nightmare. Batman, Star Wars, DC Comics, Teenage Mutant Ninja Turtles, The NBA just to name a scant few entertainment franchises who make cameo appearances, all showing their little 1.5" high figures with rounded little heads. It's evident that LEGO is now a permanent part of modern pop culture. How did these iconic little colorful building bricks become such an ingrained part of our entertainment tapestry? PR, baby, PR... and stellar strategic planning on behalf of the LEGO brand.
A Pretty Good Little Flick
With an all-star cast of voices, and top notch visual effects (you would not believe how incredible a world made completely of LEGOs can be), but the film is solid. Decent screenplay and terrific-looking visuals, it's a movie built from the ground up (sorry) to be an inspiration for movie-based follow-up releases like toy sets, the LEGO Movie video game (duh) and more kid's paraphernalia than can be counted. Tie-ins that are as shameless as they are brilliant.
LEGO has re-invented itself and is clearly here to say. And of all the things that don't seem to go away fast enough (Honey Boo-Boo, teenage vampire movies and junk food described as "healthy", I'm looking at you)—LEGO is a concept that has withstood the test of time and has proven itself worthy.