The Lego Movie is like an extended product placement with heart — and that’s a good thing.
At its core, the film is a visual showcase for Lego merchandise, offering up a unique brand of computer animation that injects new life into the beloved toy company’s plastic bricks, while maintaining their boxy, yellow charm. Unlike other product-placement-laden films (ahem, The Internship), however, The Lego Movie succeeds because of its self-awareness, heartfelt storyline and pitch-perfect cast. To quote its catchy theme song, everything is awesome.
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