Mega retailer Toys ‘R’ Us is gearing up for the US February 7 theatrical release of The Lego Movie by introducing all-new construction sets, branded special events and movie ticket promotions tied into the highly anticipated film.

American Toys ‘R’ Us stores are now housing dedicated feature shops that will be stocked with all-new minifigures, vehicles and playsets based on the film, and all US stores will host special events as well as ongoing contests.

Additionally, beginning next month, customers buy more than US$50 worth of Lego construction items in-store will receive a complimentary ticket to see The Lego Movie in theaters.

The Lego Group has been steadily building a global merchandising plan surrounding the release of the brand’s first full-length feature film. Global licensees already on-board with movie tie-in merchandise include Scholastic, Penguin, Ameet and DK Publishing (readers, sticker books, activity books and movie guides), Mad Engine, Isaac Morris, Kabooki, and Casco Blu (T-shirts), TV Mania (T-shirts, hoodies, pajamas), SGI Apparel, Kabooki (pajamas), Handcraft (undergarments), Carry Gear and Grown Up (bags, backpacks), Clic Time (clocks, buildable watches), MZB Imagination and Funtastic (notebooks, journals, folders, pens, pencils and pencil cases, erasers, rulers and luggage/bag tags), IQ HK (key lights), and ROOM Copenhagen (lunchboxes, lunch set, drinking bottle and storage and sorting boxes).

The 3D/CG-animated The Lego Movie is directed by Cloudy with a Chance of Meatballs’ Phil Lord and Christopher Miller and stars the voice talents of Chris Pratt, Will Ferrell, Elizabeth Banks, Liam Neeson and Morgan Freeman.