[[caption-width-right:240: Occupying childrens' hands and imaginations and [[AgonyOfTheFeet bedeviling parents' feet]] since 1949.]]

->''"Just imagine."''
-->--The LEGO Group's motto in the late 1990's and early 2000's.

The LEGO Group, founded in 1932 in UsefulNotes/{{Denmark}}, is world famous for its connecting plastic bricks. The company's name comes from the Danish phrase "leg godt", which translates into English as "play well". While not an influence on the name, [[LuckyTranslation the fact that "LEGO" can also mean "I build" in Latin]] has been embraced by The LEGO Group. The product is [[StuckOnBandAidBrand legally identified as LEGO bricks, not "LEGOs"]], and [[FandomBerserkButton the fandom will be unfailingly quick]] [[BerserkButton to remind you of that fact]]. Experts on children have called them the ideal toy -- they're easy to use, are infinitely expandable and foster creativity. And by infinitely expandable, they ''mean'' infinitely expandable -- even the earliest bricks made in the 1960's, when they first started their construction toy business, are 100% compatible with bricks manufactured today.

Over the decades, in addition to selling basic boxes of bricks, LEGO has produced a vast array of "themes", collections of related playsets devoted to a general setting and concept (and occasionally, an overarching story), exploring a diverse range of time periods, places, jobs, characters, genres and even styles of building. See LEGOThemes for an index of trope pages for these themes.

Since 1997, LEGO has given the licence to make VideoGames based on various themes to innumerable game developers, and as such there is a very sizable array of LEGO-based games. These include:
* {{VideoGame/LEGO Adaptation Game}}s
** ''VideoGame/LEGOCityUndercover''
* ''VideoGame/LEGOCreator''
* ''VideoGame/LEGOIsland''
* ''VideoGame/{{LEGOLAND}}''
* ''VideoGame/LEGORacers''
* ''[[Franchise/RockRaiders LEGO Rock Raiders]]''
* ''VideoGame/LEGOUniverse''

The LEGO Group has also released a feature-length DVD movie, ''WesternAnimation/LEGOTheAdventuresOfClutchPowers''.

The LEGO Group started a ninja-themed ''Franchise/{{Ninjago}}'' set in 2011. A four episode pilot was created and Creator/CartoonNetwork greenlit two 13-episode TV seasons based on the set. In 2013, after the conclusion of the ''Ninjago'' series, a [[FunnyAnimal anthropomorphic animal]]-themed ''Franchise/LegendsOfChima'' set and corresponding cartoon were introduced, followed by another season of ''Ninjago'' premiering in 2014. ''WesternAnimation/{{Mixels}}'', a set and corresponding short series, began the same year. [[WhatWereTheySellingAgain Some don't realize that it has anything to do with a Lego toy line, at all, though]].

Creator/PhilLord and Creator/ChrisMiller (the ''Film/TwentyOneJumpStreet'' movie, ''WesternAnimation/CloudyWithAChanceOfMeatballs'', ''WesternAnimation/CloneHigh'') [[http://collider.com/lego-movie-greenlight/126173/ penned and directed the first live-action/animated theatrical LEGO movie]], called ''WesternAnimation/TheLEGOMovie'', released in 2014. And, as the first trailer reveals, the movie itself takes from both classic Lego characters as well as its newer licensed success; Franchise/{{Batman}} is a main character (with cameos from Franchise/{{Superman}}, Franchise/WonderWoman, the Franchise/TeenageMutantNinjaTurtles, and others) along side one of the generic Builder dudes. [[http://www.youtube.com/watch?v=lPnY2NjSjrg Here's the first trailer.]] [[http://www.awn.com/news/films/universal-develop-lego-hero-factory-feature And Universal picked up the rights to produce the first movie based on]] ''Franchise/HeroFactory'', the SpiritualSuccessor to Franchise/{{Bionicle}}.

Prior to 1999, the Lego Group avoided adapting licensed properties, reasoning (logically), that Lego was its ''own'' very successful property. In 1999, that changed, with the Lego ''Franchise/StarWars'' line, which was ''insanely'' successful. The Lego Group now has a myriad of licenses. (It's almost easier to list the ones they ''don't'' include: those owned by other toy companies (e.g., ''Franchise/{{Transformers}}'', ''Franchise/{{Halo}}''), those not age-appropriate (e.g., ''Film/JamesBond''), and ''Franchise/StarTrek,'' which is thoroughly locked up by Hasbro.)

Here (to be representative) are five of their big licenses, and five of their small(er) ones:
* Franchise/StarWars
* Franchise/HarryPotter
* Film/TheLordOfTheRings (including ''Film/TheHobbit'')
* Franchise/TheDCU
* Franchise/MarvelUniverse
* WesternAnimation/Ben10AlienForce
* Franchise/PrinceOfPersia
* Anime/SpeedRacer
* WesternAnimation/SpongeBobSquarePants
* WesternAnimation/ThomasTheTankEngine

In addition to those, there are many, many others.

[[BuiltWithLego To say it's popular is an understatement.]] Now [[CrackIsCheaper if only one could afford those high, high prices...]]

!!LEGO is the TropeNamer for:
* BuiltWithLego
* LEGOBodyParts
* LEGOGenetics

!! {{Trope}}s for LEGO itself include:
* ActualPacifist: The creator of LEGO, Creator/OleKirkChristiansen, having lived through WWII, was one. It is for this reason that LEGO does not make military sets, and even the first gun pieces for cowboys and the like were controversial within the company. This is also why LEGO bricks initially came in bright primary colors that didn't include green or brown; Christiansen didn't want kids to make realistic military vehicles and gear out of them.
** The company itself is more of a TechnicalPacifist that allows for FamilyFriendlyFirearms. Depictions of medieval or futuristic warfare are apparently fine (consider the Castle, Pirates and Star Wars sets). It's just the modern and World Wars era that LEGO firmly refuses to cover.
* AgonyOfTheFeet: Let's just say it's a good thing LEGO and carpet manufacturers seldom use the same colors...
** AscendedMeme: The [[http://www.lego.com/en-us/minifigures/characters/goblin-539c4dfba8184af98e2372960d0ead92 Goblin minifigure]] likes stealing bricks and hiding them under people's feet.
* AmusementParkOfDoom: Two in the DC line; a small funhouse featuring attractions for Joker, Harley Quinn, and the Riddler, and a much larger park with rides for Joker, Harley, Poison Ivy, and the Penguin. Both sets have several traps for Batman and Robin (and Beast Boy and Starfire) to face.
* CallBack: The Scooby-Doo sets feature stickers that depict Johnny Thunder and the Prospector (from Minifigures Series 12) on them.
* DoubleMeaningTitle: See above.
* EpicFail: The DC Super Heroes line introduced the Super Jumper, a stand for mini-figures that worked like a jumping frog toy; push the tab on the back, and the release force flips the stand and mini-figure into the air. However, soon after the sets' release, fans noticed that the locking system the stand used (studs to stand the figure, combined with an insert between the legs, and two inserts that snap into the back of the legs) actually damaged the plastic of the mini-figure legs. Due to the intense force necessary to attach and remove the figure, the plastic inserts scraped, warped, and occasionally cracked the plastic. Many are upset and sending complaints. Apparently, the jumper is supposed to be bent backward to insert the figure more smoothly without damage, but there are no instructions for using them.
* EverythingsBuiltWithLEGO: Naturally, and especially at a convention by fans.
* FanNickname: Cheese slopes are the most well-known, but other parts, mini-figs and themes have been nicknamed.
* FunWithAcronyms: AFOL (Adult Fan of Lego), TFOL (Teen Fan of Lego), MOC (My Own Creation), SNOT (Studs Not on Top), and lots more!
** Others include BURP (Big Ugly Rock Piece) and POOP (Piece Out of Other Pieces).
* OfficialFanSubmittedContent: [[http://ideas.lego.com/ Lego Ideas]], previously known during open beta as CUUSOO. Fan-submitted models with 10,000 user votes will be considered for production. Currently, sets based on ''Film/BackToTheFuture'', ''VideoGame/{{Minecraft}}'', and ''Film/{{Ghostbusters}}'' have been chosen.
* MonsterClown: In the DC line, Joker counts, but so does the clown-face archway on Jokerland.
* {{Mukokuseki}}: LEGO have yellow skin for this reason, however many people think of them as being White. There are minifigures with more realistic skin colors.
* TheTetrisEffect: Possibly the oldest living example.
* TheWikiRule: [[http://en.brickimedia.org/wiki/Main_Page Brickipedia]].
* YouDontLookLikeYou: The clown archway in Jokerland only shares the green hair, white skin, and red lips with the character who owns it. The archway has a red nose, two tufts of green hair, and a bowler hat.
!! Appearances in fiction:
* In a ''Series/MythBusters'' "viral" episode (read: they got all their ideas from highly-watched Website/YouTube videos), they tested the plausibility of a LEGO ball the size and rough shape of the boulder seen ''Film/RaidersOfTheLostArk''. Didn't work, because they could not easily transport the thing, getting all the bricks was nearly impossible, they only needed a fifth of the LEGO bricks mentioned by the myth, and it broke up when it rolled. They way it bounced in the video they watched was no way near plausible for how the real ball acted.
* One of the minor {{mons}} in the ''Franchise/{{Digimon}}'' franchise is [[http://wikimon.net/Toy_Agumon ToyAgumon]]. I think you can guess the toy from which it appears to be made. It also has a few {{Palette Swap}}s. Similarly, there's [[http://wikimon.net/Omekamon Omekamon]], a Digimon resembling a LEGO minifigure who's drawn on himself to try cosplaying as [[Anime/DigimonAdventure Omegamon]].
* The card [[http://yugioh.wikia.com/wiki/Blockman Blockman]] in ''TabletopGame/YuGiOh'' is pretty clearly made out of LEGO bricks.
* In ''TimeBandits'', at least part of Evil's Fortress of Ultimate Darkness is clearly shown to be made up of giant LEGO blocks. This is one of many times that Kevin's toys appear in his adventure through time.
* Blocken from ''ShamanKing'' is a disfigured man who hides his appearance in a suit that looks like a LEGO figure and manipulates LEGO-looking blocks (which are really the spiritual energy of many rats) into various deadly shapes.
* The bonus stages in the obscure Amiga puzzle-platformer ''PPHammerAndHisPneumaticWeapon'' are made of LEGO-like blocks.
* When LEGO sculptor Nathan Sawaya appeared on ''Series/TheColbertReport'', he presented Stephen a lifesize LEGO Colbert. LEGO is also a popular medium for entries in the perennial Creator/StephenColbert Video Challenges.
* The [[AllegedlyFreeGame "free to play"]] MMORPG ''MapleStory'' has Ludibrium, a world made of plastic bricks and whose residents have that vaguely LEGO/Duplo/whatever-esque look.
* The demolition derby scene in the third ''WesternAnimation/{{Futurama}}'' movie had some LEGO participants. Much as you'd imagine, their vehicle fell apart when it was destroyed.
* ''Series/CornerGas'' had one episode with Hank building a model of Dog River out of LEGO, and a DreamSequence with a LEGO Corner Gas.
* The first question ''SophiesWorld'', a mystery novel about philosophy, asks is: Why are the LEGO bricks the best toy in the world?
* The seventh, eighth and ninth levels of the ''WesternAnimation/TomAndJerry'' game for Super NES is a ToyTime world where the foreground is made entirely of LEGO bricks.
* The children's book ''{{Adventures in LEGOLAND}}'' is about a kid who visits a LEGO-themed theme park which comes to life at night and saves the day. Lucky kid.
* In the episode ''To the Lighthouse'' of ''TheSarahConnorChronicles'', John Henry is seen building a mountain out of LEGO bricks. However, he talks about Solek on Voya Nui, when it's supposed to be Karda Nui, and the Toa protecting the Mask of Life, when they were actually trying to claim it before the Makuta do. Since John Henry is a robot with Internet access (and in fact commented that there are no ducklings on Voya Nui in that episode), it[=/=]he should know better.
* The Viridian City Gym in ''VideoGame/PokemonGoldAndSilver'' looks like its walls were made of giant LEGO bricks. Sadly, the remakes ''[=HeartGold=]'' and ''[=SoulSilver=]'' don't keep this.
* EveOnline features a building material and loot item called "Construction Bricks", with an icon resembling LEGO pieces in a small pile.
* Block Town, the first world in ''[[VideoGame/{{Pac-Man}} Pac-Mania]]'', is made up of LEGO blocks.
* In the ''WesternAnimation/FamilyGuy'' episode "The Tan Aquatic with Steve Zissou", ManChild Peter envies a kid's LEGO collection:
-->'''Peter:''' Aw, sweet! You got [=LEGOs=], aw sweet. Lois only buys me MegaBloks."
-->'''Lois:''' They're the same, Peter.
-->'''Peter:''' You know what, Lois? They are ''not'' the same. And the sooner you get that through your thick skull, the sooner we can get this marriage back on track.
* In the old Amiga ''{{Populous}}'' game, one world your worshippers could conquer was made of LEGO. (Others included a lava world and France.)
* In February 2010, ''KingdomOfLoathing'' added an item that let you summon [=BRICKO=] bricks, which could be used to build equipment or monsters to fight.
* In ''FanFic/KiraIsJustice'', Near seems to like LEGO bricks.
* The Servbots from ''MegaManLegends'' resemble LEGO Minifigs.
* ''TheSimpsons'' has a fictional theme park called Blockoland, being a parody of LEGOLAND. [[HilariousInHindsight Of course, now the series is getting its own LEGO sets.]] The episode "Brick Like Me" features a LEGO version of Springfield.
* Some parts of Zoetopia in ''VideoGame/MonsterTale'' seem to be made of LEGO blocks. Justified in that the area also features lots of other toys, such as jacks, dominoes, and wind-up windmills, and Zoe generally follows a toys theme in her presentation.
* In a Norwegian family TV series, based on the Danish ''Olsen Banden'', the protagonists build a LEGO robot to [[http://www.youtube.com/watch?v=squxkHIaIdY climb a set of stairs and open a lock]].
* [[http://www.mangareader.net/one-piece/622 In a One Piece colourspread]], the Strawhats are building a small castle out of bricks that can easily be identified as LEGO.
* A pair of minifigures actually serve as the flight attendants of the backpack in which [[{{Franchise/Barbie}} Barbie and Ken]] arrive in the ''WesternAnimation/ToyStory'' short "Hawaiian Vacation."
** A LEGO rabbit appears in ''WesternAnimation/ToyStoryOfTerror''. Notably, it's able to use the bricks it's made up of to shapeshift into objects the characters need, like a stairwell.
* A BlackComedy [[http://www.youtube.com/watch?v=R2i_CKDrZUw sketch from]] ''WesternAnimation/RobotChicken'' wrings plenty of horror from the PerpetualSmiler expression typical of LEGO minifigures. Just a few of the show's other LEGO-themed sketches include "[[https://www.youtube.com/watch?v=LqmWWLWLYsE The Great Pyramid]]", "[[https://www.youtube.com/watch?v=udKbB-di1oY LEGO My Pieces]]", "[[https://www.youtube.com/watch?v=MHaDiyA-0BY LEGO Babel]]", and "[[https://www.youtube.com/watch?v=mGAqY9f9tWg LEGO Star Wars]]" (with Billy Dee Williams reprising his role of Lando Calrissian).
* In ''VideoGame/SuperMarioLand2'', the last stage in the Mario Zone is made of [[http://nintendo.wikia.com/wiki/N%26B_Block N&B Blocks]], Nintendo's own long-forgotten knockoff brand of LEGO, made back when Nintendo was a toy company.
* In ''Ultimate Comics All New Spider-Man'' Miles Morales best friend Ganke Lee loves building LEGO toys.
* The Brazilian blog and webcomic ''[[http://www.irmaosbrain.com/ Irmãos Brain]]'' is starred by Ego, Superego and Id, three Lego minifigures who are brothers.