Lego's total cultural domination just became irrefutable. But it's just a children's toy, you say? Hardly. The Lego Movie has been crushing all box-office competitors. It's owned the No. 1 spot and has pulled in more than $142-million (U.S.) since it's Feb. 7 release. Last month, Lego lit the Internet on fire when it announced it will release a new Simpsons set in May.
Then Wednesday came the final proof that Lego holds the culture in its tiny, plastic, cylindrical hands: the first photos were released of the Ghostbusters set that will be released in June to mark the movie's 30th anniversary.
And of course people are going bananas. Of course they are – it's Ghostbusters and Lego together.
Some people might say the Danish company is cashing in. But if this many people loved your product, wouldn't you? Because there's no doubt that Lego is a favourite for just about any creative project you can think of.
Excited about the Oscar best-picture nominees? Yahoo Movies knows you'd be more pumped to see the posters for each redesigned to turn the actors into Minifigs.
Or maybe you want to take pictures of the British tourist experience? Photographer Andrew Whyte's project makes that idea even better by having a Lego figurine behind the camera.
Then again, perhaps you're a Lego "wizard" and you'd rather make a working car out of the plastic bricks.
These three projects are only what have been rippling across the Internet in the past few weeks.
On any given month, it seems, some new Lego project is exciting bloggers. Novelty and difficulty both get plenty of attention. So does anything with a retro feel, as proven by Halifax designer Chris McVeigh, who got lots of love online last year thanks to his Lego version of the original Apple Macintosh computer.
Perhaps one reason for Lego's popularity is that there is just so much of it. As the Economist reported last week, the company figures there are 86 Lego bricks for every person on the planet, and Lego figurines will outnumber humans by 2017.