LEGO's Inspire Innovation

LEGO Bricks have long been a beloved and popular toy. Not just children find themselves in a state of flow when creating for hours on end, but adults are guilty of this as well. This is why LEGO created a short film, The Brick Thief, as a creative and fun way to show where the world's lost LEGO's end up. It appears that they are actually in the laboratory of an inventor who uses LEGO bricks as inspiration for his creations. This is a magical land of imagination where anything is possible, and it inspires others to get their hands on some LEGO's and see what they can come up with. The tagline at the end of the film stating, "It only takes a few bricks to build something," calls out to your inner innovator and urges you to grab some LEGO's and see where a few can take you.

http://www.youtube.com/watch?v=gC0vb9XDz38&feature=related
The Brick Thief: A LEGO Short Film
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A year later LEGO released the sequel to The Brick Thief, titled Click, which in my opinion is an even more inspiring film. This one depicts the same inventor trying his hardest to discover a way for human flight. He ends up walking down the halls of a factory that is filled with pictures of the world's greatest creator's, looking into rooms of incomplete ideas. He finally stumbles upon the room where the light bulb for human flight is not fully formed. He takes his ideas and together they complete each other, and after a moment of illumination he is able to invent a pair of flying shoes. This earns his picture on the wall alongside Albert Einstein and Benjamin Franklin. The film ends saying, "great ideas just click," and credits the video as "inspired by a million true stories." LEGO is emphasizing their toy's creative abilities by encouraging both children and adults to use their product to explore their own imagination and discover a whole new world of possibilities. By producing this film LEGO is streaming their branded media into the homes of millions. The purpose is to emphasize the importance of keeping dialogue flowing concerning ideas and innovation, stating that toys and technology can come together to create something wonderful.

http://www.youtube.com/watch?v=OinrOnjzH_A&feature=related
CL!CK: a LEGO short film
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Bit Rebels (4 January 2011). The Brick Thief: Lego's Newest Stop Motion Film. Retrieved from: http://www.bitrebels.com/technology/the-brick-thief-lego’s-newest-stop-motion-film/


Forever Geek (8 January 2011). The Brick Thief. Retrieved from: http://www.forevergeek.com/2011/01/the-brick-thief/