4. How are representations constructed across the 3 platforms?

How are characters/stars in the film represented in?

Emmet Brickowski is the main protagonist of The LEGO Movie in 2014, and appears in sets based on the movie. He is voiced by Chris Pratt in the film and by Keith Ferguson in the video game adaption.Emmet wears an orange and blue construction vest and pants lined with silver on the legs, back, and front. There are two pockets on his vest, one of them containing a blue pen. On his left leg is an ID badge with a small bio (portrayed by three black bars), an image of Emmet, and his name written in white above the bio. His hair is medium brown with ripples molded into it and a little bit of hair sticking out of the back. To fit the Piece of Resistance on Emmet's back, a neck bracket is placed around his neck and the Piece is attached via a stud hole on the back.Emmet has been working most of his life on the construction site as an instruction worker in the city of Bricksburg. He longs to be popular, but his co-workers hardly notice he's there. He lives life by the book--literally--and builds things only from the instructions. Because of this, however, he is mostly boring and uncreative, except for at some moment of inspiration, like his inventing the "double decker couch". He is not a fan of adventure or danger either both of which give him reason for "freaking out".

This is a description about Emmet Brickowski taken from LEGO.com. 
"An ordinary, rules-following, perfectly average LEGO minifigure who is mistakenly identified as the most extraordinary person and the key to saving the world. He is drafted into a fellowship of strangers on an epic quest to stop an evil tyrant, a journey for which Emmet is hopelessly and hilariously underprepared."

I think that the writers are trying to make Emmet sound as boring as they can, but they make him fun to watch  just by the way of his attitude. The audience will look and feel that this guys crazy and then they would want more especially from watching the trailer.