The Lego Movie worked because there was no way that it could have and yet there was no way it couldn't have. By all means, it could have just been a toy commercial of a movie, and yet managed to blow other toy commercials of movies with deeper mythos (which was screwed up) out of the water.
But by all means, Lego wasn't completely alien to media before the movie. They had a couple DTV movies and shows like Ninjago and Chima before hand and were able to build worlds with the sole intention of selling self licensed products. They even have specials and DTV movies of the licensed character sets...and video games. Video games, movies, and shows. All out of variations of their toys. And I'll just put it in there... considering it was the same writers, The Lego Movie was essentially Cloudy with a Chance of Meatballs done right. By all means, they made an exciting movie that didn't at all come off as a commercial, and by all means it easily could have.
Then we have all these other companies thinking they can copy that exact same lightning in a bottle with other poorly defined toy lines. I'm even including that Heroes of Crayon City piece of crap. That was to sell crayons, and I'm sure Rose...errr...Cray Z Art needed a way to break out of Crayola's shadow. All and all, they're just going to be inferior clones with nothing likable.
And don't get me wrong. I LOVE Pez. I'm always up to collecting a new dispenser set! I almost fainted at the sight of Transformer Pez. I even have the Open Season set and I hate the living snot out of those abominations. But there's no story here. They're candy dispensers with licensed character faces on them as of the 60's. Used to be cigarette lighter looking things. There's absolutely no mythos or plot to be had. Just candy and plastic.
Seriously. Stop trying to be the Lego Movie, everyone. Lego can work on the premise of taking well know characters, mocking the heck out of them (even with Jurassic Park, where they use the actual dialogue from the movies straight up, they found a way), or even coming up with their own wacky characters. You don't even need the actual toys to enjoy them. They know what they're doing. What we're going to end up with is the equivalent of Battleship. Sure, G.I. Joe and Transformers could have worked better in the right hands, and I give them the benefit of the doubt (It's not like "B.O.T." or "Carnage in C Minor" were any better than Michael Bay, to say the least of the Unicron Trillogy). But Battleship was an idea that shouldn't have worked, but not only did it not work, it was worse than it could have been. That's what Play Doh and Pez are going to be like.