Lego Story: Not Child's Play Any More

'The Lego Movie,’ a self-mocking allegory of the family-owned business, caps its successful rebranding from has-been into world giant.

“The Lego Movie” represents the changes experienced by the popular brand from a small family business in Denmark to a worldwide business, from an innocent and childish toy to a well-oiled marketing machine that dictates fashions to the masses. Does the film subvert the American narrative of personal empowerment, or does it actually reinforce it?