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March 8, 2007

LEGO Builds Its Brand Name into MMO

lego_mmog.jpgLEGO has extended its brand name to a massively multiplayer online (MMO) video game developed by NetDevil.

Lisbeth Valther Pallesen, Executive Vice President, Community, Education and Direct Division LEGO Group, is quoted on Kotaku, making the points that:

  • The LEGO brand represents construction, creativity and problem solving - values that compliment the MMOG market
  • By merging the online world of social interaction with physical play, the LEGO brand is providing new experiences for children as well as new and engaging ways for them to interact with the LEGO brand

I heartily applaud this co-branding venture, which brings together two of the best known brand names in toys and online gaming. It also brings the LEGO brand name to the Internet generation, creating an excellent platform for the brand and, possibly, re-introducing it to a slightly older demographic.

There is even the possibility that you can create something with LEGO bricks online and then buy it in the real world, and if 48-150 people had a hand in building that something, LEGO could be looking at some very big sales.

LEGO has been doing all kinds of co branding, of course, last year we covered their foray into food and their co-branding with Star Wars has been incredibly lucrative. Now, as Mike Abundo indicates, “The childhood addiction of many a geek is about to come to life.”

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Posted by William Lozito at March 8, 2007 9:16 AM
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