Virtual LEGO Products Can Become Reality

LEGO has recently announced the fact that it will develop a MMO based on the different brick universes it has already developed. Now, further details are emerging of the way LEGO is envisioning its involvement with games, the Internet and fans.

LEGO has had an online presence since 1996 and its site hosts a large number of casual games based on the different LEGO products. In 2001, LEGO decided that fans should have a tool at their disposal that would let them create new designs based on the classic LEGO brick and released LEGO Digital Designer. This move has led to the development of fan groups, like the LEGO Users Group Network, that organize events and are often consulted by the Danish company when it is releasing new brick sets and creating new products.

Back in 2001, the idea of a LEGO virtual world, like the current MMO, seemed a distant possibility. But with the advent of both virtual worlds and casual games in the last few years, an opportunity emerged to create a place where all LEGO lovers could meet, exchange designs, take part in competitions and challenges. The US developer, NetDevil, worked closely with both the company and fan groups to ensure that the on-line universe is something useful and, at the same time, different. Apart from the standard socialization and interaction that a MMO can offer, fans requested something more of the game. They wanted the Danish-based manufacturer to produce and deliver brick sets based on the on-line creations.

It seems that the brick manufacturer has been thinking about something like this for a while. Mark Hanses, LEGO's director of business, has declared that a Danish LEGO plant is already prepared to handle all such requests. After the LEGO MMO launches anything you design in game, be it your avatar, your castle or that group project you took part in, can be ordered as a real-life boxed product. The only thing missing is details on the pricing of such a service and on the time frame needed for delivery. But we are sure details will continue to emerge as the LEGO MMO is closer to launch.