The #iBrand Weekly: Lego Pieces it Together

by Jaclyn Freedman
The Lego Group is the most valuable toy company in the world, estimated to be worth more than $14.6 billion. But things weren’t so awesome back in 2004 when the toymaker was a billion dollars in debt and suffering a 40 percent decline in sales. What changed? Lego realized something: like it or not, their company had to transition into a media company to correctly reach their audience.Read the full article

The LEGO® Movie - Official Main Trailer [HD] Assembling February 7, 2014! "The LEGO® Movie," the first-ever, full-length theatrical LEGO® adventure, directed by Phil Lord & Christopher Miller, opens in theaters February 7, 2014. It stars the vocal talents of Chris Pratt, Will Ferrell, Elizabeth Banks, Will Arnett, Nick Offerman and Alison Brie, with Liam Neeson and Morgan Freeman. The original 3D computer animated story follows Emmet, an ordinary, rules-following, perfectly average LEGO minifigure who is mistakenly identified as the most extraordinary person and the key to saving the world. He is drafted into a fellowship of strangers on an epic quest to stop an evil tyrant, a journey for which Emmet is hopelessly and hilariously underprepared. Follow us on Twitter: