14 DAY TRIAL // Toymaker LEGO and video game developer Mojang have teamed up in order to deliver a full range of Minecraft LEGO products, capitalizing on both companies' popularity and the shared inclination toward creativity.
When two giants who deal in colored blocks that stick to each other collide, the result can only translate into excitement for individuals with a passion for creative outlets, as evidenced by the good news that fans of both worlds will be able to enjoy the crossover products.
LEGO has extended its partnership with the video game franchise, in order to roll out a full-fledged product range launch, with a ton of thematic sets.
"Credit to LEGO: they could see us as competition and not work with us, but they're basically just embracing it and putting a lot of effort in to this project," Carl Manneh, chief executive of Mojang, has commented on the news.
The Danish toy making company has already released four Minecraft sets in the past, following the success of fan-made play sets on Cuusoo, in 2011. Since then, Cuusoo has evolved into LEGO Ideas and the partnership has grown into something much more.
The upcoming Minecraft LEGO sets will be similar in scale to the ones found in normal licensed products lines such as the Star Wars, Marvel Super Heroes or Lord of the Rings ones.
Even more, LEGO has even turned to collaborating directly with fans of the survival sandbox building video game, asking players to make suggestions for the project in order to ensure that the end result is to everyone's liking.
"One of the things that LEGO did that was kind of unprecedented for them in their long history was to reach out to the community for feedback directly on how the characters should look," has added Vu Bui, Mojang's chief operating officer.
For now, the Minecraft-themed sets released by LEGO only featured microfigs, but the upcoming ones will introduce normal-scale minifigs into the mix.
"There's a lot of similarities between the two experiences being about building and being creative with blocks and it is amazing to see what Minecraft has done with the community aspect," has said Brian Eskilden, senior marketing manager at LEGO.
This seems like a natural collaboration, as LEGO has been the go-to creative game for all ages, and now Minecraft is offering a similar experience in the virtual world, challenging players to explore its pixelated world and even build 1:1 recreations of Denmark inside it. The LEGO Minecraft sets will be released sometime during this fall.
