Variety is reporting that the next big toy license on its way to the big screen is none other than the classic Legos. The film’s plot is a big secret, but the family comedy is said to be a mix of live action and CGI. We do know that the movie will be set in a LEGO world. So, you can pretty much bet that it will have a Wizard of Oz feel to it… you know… Follow the LEGO brick road?

Directors and producers in town have attempted to make a Lego movie for years, approaching the Danish toymaker with various ideas, but Lego turned down most of them because it’s highly protective of its brand.

But the company sparked to Lin and the Hageman brothers’ embrace of core values Lego wanted to include in a film, especially “a fun factor, creativity and that imagination has no boundaries,” Lin told Daily Variety.

While some people might scoff at a LEGO film, the truth is that the brand is no longer just a pile of bricks for kids with an imagination. Over the past several years, the line has spawned several Direct to DVD films based on their bionicle line and a series of hit video games including “Lego Star Wars,” “Lego Indiana Jones,” “Lego Batman” and the soon to be released, “Lego Rock Band.”

For the toymakers, a movie is seen as a way to raise awareness around a brand and sell more playthings. For the studios, a toy-based film only makes it easier to promote a pic to audiences given the built-in recognition factor.