More than just a feature length advert for those famous plastic blocks from Denmark, Beyond the Brick: A Lego Brickumentary delves into the culture and global impact of the toy brand and the iconic LEGO brick. Very little emphasis is placed on their new product lines as the documentary gets to the heart of the company and its origins. LEGO is undoubtedly one of the biggest success stories of the toy industry as its etched into our global culture; but more importantly the company has transcended beyond the simple idea of the LEGO brick toy and moved into other channels like movies, gaming and merchandising.
No other toy company has managed to keep their toy lines as relevant as LEGO, and the film gives us glimpses into how the company manages to accomplish this through innovative projects and strategies.
The impact on pop culture is evident as the movie explores this through the eyes of the various aficionados of the product, like celebrities, artists, architects, collectors, rocket scientists, doctors, therapists, engineers… Well the list goes on and on but you get the picture.
The documentary takes us on a journey from the humble beginnings of the toy and the company to behind the scenes look at the manufacture and design of LEGO products. The movie then delves into the vast array of the LEGO community, to the serious aspects of product application, for instance education of children with Autism and then perhaps the over confident use of the toy in architectural design concepts. From the amazing reimagined and reconstruction of artworks to large scale pop culture icons to the weird fan made stop-motion creations on the internet the documentary leaves no stone or brick unturned.
Commentary on the movie is light and humorous punctuated by fascinating LEGO constructs that add an interesting visual aspect to the story.
On the surface the documentary seems light and fraught with shameless product placement however it draws the viewer into its world and the focus is on what is happening around the product and the people who use it instead of new product lines. You don’t necessarily need to be a fan of LEGO to find the documentary engaging. Beyond the Brick: A Lego Brickumentary is currently available on DVD.
Last Updated: August 18, 2016