Seemingly not satisfied with trawling the videogame industry for profit expansion, Danish toy giant LEGO is now finally prepared to pedal its iconic building bricks before the ravenous eyes of Hollywood executives eager to turn a quick buck on the back of gimmick value.
According to a Variety report, the LEGO brand is following fellow toy merchandise such as Transformers and G. I. Joe onto the silver screen, with Warner Bros. showing a keen interest in creating a celluloid platform for LEGO’s blocky little characters to entertain on.
With producer Dan Lin (Sherlock Holmes) set to nurture the project through his own production company Lin Pictures – which is also producing a Tom and Jerry feature – the movie will involve “feuding animated characters” portrayed in a live-action environment.
Speaking with Variety, Lin said the famous toy manufacturer, which is known for its staunch unwillingness to approve a Hollywood imagining of its brand, finally gave the green light to the project based on Lin’s desire to create a fun film imbued with creativity where “imagination has no boundaries”.
LEGO characters have recently replaced the familiar human faces known through a host of iconic movies in videogames such as LEGO Indiana Jones, LEGO Batman and LEGO Star Wars.
The generic yellow-faced folk have also enjoyed taking the stage in music/rhythm game LEGO Rock Band.
Other popular toy and game brands currently clogging up the Hollywood pipeline include the likes of Monopoly, Hot Wheels, He-Man, and Stretch Armstrong.
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