Combining manic animation with irreverent comedy, the directors of Cloudy With A Chance Of Meatballs prove the perfect choice to oversee the first blockbuster for the world's favourite bits of plastic. The laugh-a-minute plot sees lowly builder Emmet (Chris Pratt) mistakenly chosen to lead the rebellion against President Business (Will Ferrell), an evil tyrant who plans to put the entire Lego world under his control. With Emmet assisted by wise Vitruvius (Morgan Freeman), action girl Wyldstyle (Elizabeth Banks), her boyfriend Batman (Will Arnett), and every other Lego hero you can think of - plus some you can't - the foundations are laid for the funniest toy story since, well...
A few minutes into The Lego Movie, the citizens of Bricksburg launch into the city song: Everything Is Awesome. As far as this vision of their world is concerned, you won't disagree.
This, ladies and gentlemen, boys and girls, is a wall-to-wall hoot. A non-stop sugar rush (or caffeine-hit, if you prefer) that makes the story up as it goes along and lets its imagination run riot.
Which, as anyone who's ever played with the stuff knows, is the whole point.
So let's just get on with it. Evil megaboss and intergalactic overlord President Business (Will Ferrell) intends to bring Legoland to its knees with a weapon of mass adhesion called the Kragle.
But according to his old enemy Vitruvius (Morgan Freeman), he will be thwarted by a chosen figure known as 'The Special' who will disarm the Kra-gle with the all-important 'Piece of Resistance'.
Unfortunately, the mystical Piece gets stuck to Emmet (Chris Pratt), a by-the-instruction-book construction worker who appears to be anything but special to his appointed bodyguard Wyldstyle (Elizabeth Banks).
[Wyldstyle: "I have a boyfriend, so don't get any ideas." Emmet: "I never get any ideas."]
Anyway there's no time to argue as Business has despatched his two-faced henchman Good Cop/Bad Cop (Liam Neeson does funny - who knew?) to elimate all who stand in his way.
And so the goose chase begins as Team Emmet - now including Wyldstyle's aforementioned beau Batman (Will Arnett) - is pursued up skyscrapers and down holes from Bricksburg and the Wild West to... Cloud Cuckoo Land.
No really, that's the hideout of Lego heroes great (Abraham Lincoln, William Shakespeare, Gandalf, Dumbledore) and not-so-great (mad pirate Metal Beard, an outmoded spaceman called Benny, Shaquille O'Neal).
Slapstick. Wit. Invention. Random laser battles. While it's easy to get carried away by the action - as the characters frequently do - it's the joyful irreverence that makes this such a terrific ride.
Ordinary guys or Lego legends, nobody gets out of this unmocked. A one-gag TV show makes for a great running joke, but the bit where the crew of the Milennium Falcon get their comeuppance is a nugget of parodic gold.
Remarkably, it's only at the end that the full unifying, mind-opening power of Lego - and thus its marketability - hits home.
But to make a feature-length advert not feel like an advert is no mean feat. And, made with over 15 million virtual bricks and roughly as much imagination, this delivers exactly what it says on the bucket. In spades.
And after all the fun that's gone before, anyone who begrudges it one late blast of brand reinforcement is just being a stickle-brick.