The launch of The Lego Movie is the latest step in the resurgence of the Danish company that a decade ago was on the verge of bankruptcy

Coloured bricks and yellow heads have become the unlikely toast of the cinema box office as Hollywood's most plastic movie yet opened in the UK.

Starring animated characters and familiar bump-topped scenery, The Lego Movie is not only perhaps the biggest product placement film ever seen, but it marks a key moment in the rise and rise of the Scandinavian toy company that at the end of last year became the world's second biggest after seeing a 13% increase in sales during what are tough times for other toy makers.

The song from the movie, Everything is Awesome, is already a YouTube hit and on Sunday evening the film's release will be celebrated by an entire ITV commercial break of three adverts being recreated in Lego pieces. »

I spent my whole childhood with LEGO. I wish them all the best!