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?
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