What started as a collection of studs, bricks, and minifigures developed into video game after video game, featuring Batman, Jar Jar Binks and The Boy Who Lived. From there, Lego transformed on multiple media and gaming platforms. And then, cementing the brand’s foothold in popular culture once again, Lego and Warner Brothers released “The Lego Movie” and connected with brand new and longtime Lego fans across the country.
With the movie now released on DVD, Lego movie fans are still feeding off their excitement for the film and the Lego franchise.
In their annual report, Lego showed a growth of 10 percent in overall revenue between 2012 and 2013. This is attributed to its successful Lego Friends and Legends of Chima lines.
It is expected that “The Lego Movie” and its accompanying products could help promote a similar growth for Lego’s 2014 sales.
Lego fan and former Boise State illustration major, Alexandria Claar, has seen “The Lego Movie” several times and has loved it more and more each time.
Claar found that “The Lego Movie” was quite a feat.
“It sounds cheesy, but you can tell that this is a movie that the people who produced it really took pride in making, which was so worth it in the end,” she said. “It was a stop-motion animated movie that did not utilize clay. That is pretty unique nowadays.”
Taking every opportunity possible to generate more hype and discussion about the movie and its characters, Lego recently released special edition Unikitty minifigures for patient fans at San Diego Comic Con who waited in long lines for the special giveaway.
“I think Lego appeals to as many adults as children. It’s a great way to bond in families too,” Claar stressed.
She found herself enthralled with all of the Lego merchandise and remembering her own experiences with Lego sets as a kid.
“The Lego Movie” has also pulled in a host of new fans. Those who watch the movie are often inclined to invest further in the franchise by buying the accompanying Lego sets.
But, as with many new fads, the reigning question is whether or not the new-found excitement for Lego will be permanent or passing.
“Legos will always have their die-hard fans, and will probably gain a few loyals from the movie, but like a lot of toy-centered trends, I’m sure it will fade with time,” Claar said.
Ashley Corbett, junior criminal justice major, has yet to see “The Lego Movie”, but has remained a loyal fan of Lego since her childhood.
Judging from what she’s seen and heard of the movie, Corbett holds that the film promotes “self-worth, friendship, courage, bravery and confidence,” all of which are attributes promoted across generational gaps.
“I would say it made those who loved Lego love it more, and those who didn’t like it, or know of it to begin with, have taken notice,” Corbett said.
Corbett has seen multiple other individuals and students return to the Lego franchise after having memories of their childhood toys rekindled.
“I’d like to think it will be permanent. Lego bricks are just a great way to express ideas and make incredibly awesome things all at the same time,” Corbett said.