Dancing on IceITV is to air a special commercial break with all the featured adverts made from Lego content.

The bricks and figures past-time is to become a television first in order to promote the forthcoming Lego Movie. The first-ever all Lego promotion slot will air during ITV’s Dancing OnĀ  Ice this coming Sunday.

Adverts specially re-made with Lego include BT, Confused.com, Premier Inn and of course the Lego Movie itself.

The movie set in the world of the plastic buildings and people features the voices of Morgan Freeman, Elizabeth Banks, Liam Neeson, Will Arnett and lead actor Chris Pratt. Lego Movie hits UK cinema screens on February 14th.

Ole Kirk Kristiansen, carpenter and joiner, established the company which would become Lego back in 1932, in Denmark. Originally manufacturing stepladders, ironing boards, stools and wooden toys. The Lego brand would be launched two years later, and the first brick-style toy was produced in 1946 from wood, with the more famous plastic brick arriving in 1949 in four colours.

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