we just try to make each other laugh and do the things we think are fun and interesting. we don't try to talk down to kids or to make it for this focus group or another. we make it for another and it just so happens our sense of humor is so juvenile, kids like it, too. >> phil, from a technical point of view, how difficult was it to create animated lego? >> well, it took hundreds of people like four years to make it. so it was insanely difficult. we had a lot of really smart people to help out. animal logic in sidney. we worked with the lego people in denmark. we had our crew here in los angeles. it was really complicated. the biggest trick was trying to digitally figure out how to make tactile, homemade lego bricks with scratches and fingerprints