For a film that had cynics sneering at the unapologetically obvious advertisement in its title, The Lego Movie shouldn’t be as refreshingly entertaining as it is.
Rather than being a lazy cash in for a product that generations of kids have grown up alongside, the film commendably picks a route that is laughably silly yet daring.
Much credit is due to directing duo Phil Lord and Christopher Miller, whose last effort was the successful reboot of 21 Jump Street.
Despite the two films holding very different target audiences, they both share the same zany, self-aware brand of comedy that subverts your typical Hollywood storytelling conventions.
If this sounds too much for a film that is supposedly aimed at those still in primary school and who want to see their favourite Lego heroes involved in some slapstick gags, then worry not; a particularly memorable moment involves our everyday hero, Emmet (voiced with boyish optimism by Chris Pratt) transformed into a human pinball as he hurtles down a huge chasm.
Even Will Ferrell’s bad guy, Lord Business, receives a backstory with a surprisingly profound twist: one that reinforces the importance of imagination that makes Lego so loved by most, regardless of age.
Like the toy it is based on, The Lego Movie strikes the perfect balance in keeping kids entertained, but remembers to cater to adults too.