The beginning of the movie (until the escape) is more of a double-reference to 1984 and A Brave New World. What comes next emphasizes more on the philosophy of Lego construction: combining and inventing instead of following the instructions. At no point in the movie the means of productions and the society based consumption are questioned. There is not even one clear reference to liberalism/communism (or such). Some satires do critic specific things (Starbucks), but that's it.
If you are looking for a hidden marketing message in a movie named "The Lego Movie", you probably have time to waste. I may sound a little aggressive but I was unnerved by the fact that the author consider plain activities as hiking or cooking as necessarily better than creative ones (well, maybe I do not identify sarcasm). I really don't get how playing with games from Lego can be such a bad thing: it's just a game, you are not locking them in some corporation's golden prison.