The LEGO Story (2012)

The LEGO Group celebrates its 80th Birthday with an animated look back at its origins and history. An unusually ambitious and blatant branded film. Lego, the beloved toy manufacturer, is not a stranger to branded content. Its YouTube channel is a maze of sub-accounts featuring videogame crossovers, product unveilings, user-submitted “brick” films and yes, themed shorts. There is a lot to dig into and a lot of cumulative views, but considering that the brand has 2M Facebook fans to direct towards content, it’s surprising that they’ve yet to ever have something go truly viral.

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