"How Do Those Danish Bastards Sleep at Night?"*: Fan Labor and the Power of Cuteness.

This article considers LEGO's fans and how their labor was mobilized to create . Many aspects of this film make it a compelling case study for ludic economies, such as the film's self-conscious humor that suggests an awareness on of the company's brand-growing strategies. My argument will address fans' response to how LEGO has farmed their labor and the lack of resistance encountered in the extraction thereof.