In among the millions of brightly coloured bricks in the film that is released globally this weekend, some have seen an anti-business message; others a 100-minute long commercial to the Danish toy company; and yet more see the struggle in life (or Lego) between following instructions and staying creative that is a central part of the plot.
Where Lego really stands out, however, is profitability: its first-half net profit of $437m eclipsed the $112m of the maker of Barbie dolls, leaving the Danish group as the most profitable toymaker in the world.
Part of that is down to the simple maths of making plastic bricks. Prof Robertson notes the alchemy of turning ABS plastic bought for less than $1 per kilogramme into Lego sets that sell for about $75 per kg.
Lego: the rise & rise
Lego: the rise & rise
