Best of the Decade: 'The Lego Movie' is branded entertainment done right

The film helped bolster the brand while kickstarting an entertainment franchise

Published On
Jan 03, 2020

Editor's Pick

Creativity looks back on the brand ideas and campaigns that made the last decade. See the full lineup here

Best of the Decade


At some point in the past decade, Lego went from being a mere cool childhood toy to cool toy-slash-mega entertainment brand. We can attribute that in large part to the skilled meta-marketing feat that was 2014’s “The Lego Movie.” The feature earned widespread positive reviews and spoke to brick fans both young and old, bolstering interest in the toys themselves while establishing the company as a Hollywood franchise that included a sequel and spinoffs like “The Lego Batman Movie” and “The Lego Ninjago Movie.” In making the film, the movies’ creators decidedly avoided overt commercialism. Rather, they focused on using the toy itself as a “medium” rather than a product pitching tool, as reported in Fast Company. If you’re looking for an example of branded entertainment done right, this ranks at the top of the list.