'Lego Universe' Launch to Connect Real and Virtual Building Experiences
Lego has announced plans for its branded virtual world, an effort aimed at creating a connection between online and offline branded building-block experiences. According to this article from The Washington Post, users of the online space will earn online currency by playing the game. As users play and spend time in the virtual space, they earn building materials and increase the richness of their online experience. The site also contains social elements so users can play together and communicate via an avatar -- which is crafted from Lego bricks, of course.