Lego, Creative Accumulation and the Future of Play
This chapter examines the ‘future of play’ as it is writ large in the mediatisation of the global toy industry, with a focus on the commercial operations of the Lego Group and their flagship The Lego Movie. It provides an analysis of the operation of play within the film, the commercial play products it has been designed to market and the mediatised play practices of the many Lego fans who have engaged with the franchise. In so doing, it examines the transformation of play in the political and economic context of contemporary post-industrial society.
KeywordsIndustrial Capitalism Cement Mixer Flexible Accumulation Fire Truck Master Builder
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