A LEGO Brickumentary Parent Review
Now movie some critics lambasted as an extended LEGO commercial is being followed up with more of an infomercial.
Believe it or not, the LEGO Company was headed for trouble in 2003. The annual report shows net sales fell by 26 percent and play material sales declined by 29 percent. In the U.S., sales dropped by approximately 35 percent. Describing the year as “unsatisfactory” in the annual report may have been overly generous.
Fortunately for LEGO fans, the company has rebounded after refocusing their vision and addressing what one employee called an “arrogant” attitude. The financially successful release of the 2014 animated film The LEGO Movie likely didn’t hurt either. (The film helped raise sales of LEGO by 13 percent to $4.3 billion worldwide.) Now the fictional film some critics lambasted as an extended commercial is being followed up with more of an infomercial.
A LEGO Brickumentary begins with a short animated history of the building blocks designed by Danish toy maker Ole Kirk Christiansen in 1932. Ole suffered not one, but several fires in his wooden toy factory that forced him to rebuild and refine the direction of his company. Eventually he decided to forgo wooden toys and focus solely on his plastic bricks. Over the years the company improved the material it used as well as the “clutch” factor of the pieces. (Anyone who has ever bought a Lego knock-off knows how important that “clutch” factor is in building.)
Initially designed to be a child’s toy, LEGO has developed a huge adult following. And AFOLs (Adult Fan of LEGO) are the main focus of this film. Singer/songwriter Ed Sheeran, NBA player Dwight Howard and New York-based artist Nathan Sawaya are just three of the “tall kids” highlighted in this documentary. It also explores how LEGO bricks have moved beyond their role as toys to become tools in the hands of NASA scientists, city planners, university professors and doctors treating Autism.
However the most interesting aspect of this production may be the culture that has mushroomed around these simple, plastic blocks. From conventions and contests to online groups and stop motion animation, LEGO fans are finding ways to come together and share their ideas. And it is these innovators that have helped spark a healthy resurgence in the company’s sales.Directed by Kief Davidson, Daniel Junge. Starring Ed Sheeran, Dwight Howard,Nathan Sawaya. Running time: 92 minutes. Updated May 12, 2016
Get details on profanity, sex and violence in A LEGO Brickumentary here.
A LEGO Brickumentary Parents Guide
If you are a LEGO fan, do you prefer to build pre-designed models or make up your own creations? What is the best design you have every come up with?
How are professionals using these simple plastic blocks in their work?
Nathan Sawaya’s one-man art exhibition, The Art of the Brick, features art created solely from standard LEGO bricks. His exhibition includes both original pieces and sculptures or pictures based on other famous works.