8/11/2009

in

The popular building block is just the latest toy-to-film adaptation.

Tom Helberg

Lego follows suit from other toy companies, and its products are going to hit the big screen.  
  
Warner Bros. is developing a family comedy film based on Lego, the popular building block. Set in "Lego World," the movie has been in development for over a year and will include both animation and live action.  
  
The movie will fall into the family comedy adventure genre, but the studio also hopes that the film will appeal to adults as well as kids. Dan Lin, who has recently worked on "The Departed" and the upcoming "Sherlock Holmes," is producing the project.  
  
Lego is just the latest in a craze of toy-to-film adaptations, including Hasbro's "G.I. Joe" for Paramount and an upcoming View-Master feature for DreamWorks.  
  
Filmmakers have attempted to make a Lego movie for years, approaching the Danish toymaker with several pitches, but Lego turned them down because it's highly protective of its brand.  
  
However the company liked this take on the film that keeps the Lego core values, especially "a fun factor, creativity and that imagination has no boundaries," Lin told [Daily Variety](http://www.variety.com/article/VR1118007162.html?categoryid=13&cs=1).  
  
To date, Lego has made only a series of direct-to-DVD animated movies based on its "Bionicle" line.