The way I look at it, The Lego Movie (Blu-ray release 2014-6-17) is 100% product placement.  There may have been a few other movies that exhibited the same characteristic, but I don’t think any of them achieved the same level of success as demonstrated in The Lego Movie.  The story here is basically an ordinary guy who accidentally discovers a relic and becomes the prophesied guy to defeat the evil.  The movie is entertaining, cute and humorous, but what makes it truly brilliant is that it manages to fuse the creativity aspect of the Lego product into the storyline, and turns it into a life lesson.

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