Lego is boosting its commitment to the video games sector by entering a partnership with independent game development company NetDevil to launch a massive multi-player online game.
The game is scheduled for release some time next year. It forms part of Lego Group’s strategy to engage with wider audiences online and further “engage its dedicated and active community” online.
Last year, Lego poached former Levi European head of digital marketing Helene Venge as it embarked on building a reputation online. At the time the toy brand said the online arena was one it considered to be of growing importance in brand building.
Lisbeth Valther Pallesen, executive vice-president of community, education and direct division at Lego, says: “As children around the world continue to spend more time online, we are developing new and engaging ways for them to interact with our brand.
“By merging the online world of social interaction with physical play, the Lego brand is providing new experiences for children, as well as fans.”
Lego-branded video games have proved big hits, with the Lego Star Wars franchise – which appeals to all ages – enjoying most success.
Last year, Lego launched an online store and rolled out Legofactory.com, a site where users can build a design, calculate and order the required bricks.