The documentary explores the incredible world of LEGO, delving into its history, cultural impact, and the community it has fostered over the years. It begins by tracing the origins of LEGO, from its modest start in the workshop of Ole Kirk Christiansen in Billund, Denmark, to becoming a global phenomenon enjoyed by millions of people. Through interviews with LEGO designers, artists, and fans, viewers gain insight into what makes these simple plastic bricks a powerful tool for creativity and imagination. The film highlights the various applications of LEGO in fields such as art, education, and even therapy, demonstrating its versatility and influence beyond just a child's toy.

The narrative takes a deeper dive into the dedicated fanbase known as Adult Fans of LEGO (AFOL), showcasing their intricate creations and the vibrant community that supports them. Conventions, competitions, and large-scale collaborations illustrate the connecting power of LEGO, uniting people across different cultures and ages. The documentary also examines the innovative design processes behind new LEGO sets and features exclusive looks at upcoming projects. Interviews with key figures in the LEGO company provide personal anecdotes and professional insights into the challenges and triumphs of maintaining such an iconic brand. Through these strands, the film encapsulates the enduring magic of LEGO and its profound impact on creativity and culture worldwide.