Everything is Awesome
Up until now the “LEGO Universe” was really just a transmedia aesthetic. The toy look and a playful tone were being carried over from toy to games to TV series. With The LEGO Movie, the “LEGO Universe” became a place with “rules” and legends and a story of its own.
So what made it such a huge transmedia branding success?
Well for starters Lego stuck to its brand identity of not just selling a product but rather imagination. LEGO at its core it gave life to what children have always been doing with Lego…using it to become heros.
Another aspect that made the Lego Movie such a transmedia success is the fact that it officially established the Lego universe. In doing so the company successfully established a place where all other LEGO stories would fit like interlocking bricks.
The Lego universe is so unique that it’s the only place where we can see characters from the Star Wars universe interact with Batman.
LEGO now has a place where the possibilities for storytelling are endless.