eople usually outgrow their toys. Barbie dolls and action figures are designed to occupy a specific space in our childhood development, and eventually we move on to the next big thing. While most of these toys will end up forgotten in a closet, only one seems resistant to this erosion of interest: LEGOs. Regardless of age or gender, playing with LEGOs is a rite of passage. Furthermore, once you’ve experienced the boundless possibilities of the little interlocking bricks, you’re probably a fan for life.
If you grew up with the original Nintendo Entertainment System in the ‘80s, odds are good that you also have fond memories of various space and pirate-themed LEGO sets. The two pastimes may have been separate activities back then, but today we are in
the midst of a convergence of video games and the classic toy brand – one that capitalizes on nostalgia as well as the desire for innovative gaming experiences.
At first, it may not seem like a natural fit to meld these two particular forms of entertainment. After all, LEGO embodies the tactile act of creation, while gaming focuses on virtual, intangible worlds. However, given the familiarity and accessibility of LEGO pieces, these gaps are easier to bridge than one might expect. “There is something very inherently instinctive about the LEGO brick as a medium for creative expression,” observes Michael McNally, director of LEGO brand relations. “It may have something to do with the very simple idea that you can combine the bricks in millions of ways to create what you imagine. That lends a universal access and ability to anyone who gives it try.”
The principles that guide the way people play with LEGOs today are the same ones that company was built on over 70 years ago. In 1934, founder Ole Kirk Christiansen combined the first two letters of each word in the Danish phrase “Leg godt,” or “Play well.” Christiansen was allegedly unaware that “lego” can also be interpreted as “I assemble” in Latin. There have been many significant steps for the toy line since this inception (like the introduction of the smiling minifigure in 1978), but the move to other entertainment media represents an important shift in the way people perceive and interact with LEGO as a whole.
To play with LEGOs no longer simply means spreading them out on the floor and sifting around for specific pieces. “Technology and digital media opens an exciting world of possibility for LEGO,” acknowledges McNally. It is important that any game carrying the LEGO brand name exemplifies the same underlying principles that make the toys so enjoyable. “Through exploring creativity and expression through LEGO play, kids are having fun and don’t even realize that they’re developing problem-solving, skills, a sense of curiosity, and building self-esteem through the challenge of accomplishment,” McNally states. “We believe that this is why when you scratch beneath the surface of many creative and successful personalities, you may uncover a former or current LEGO enthusiast.”
There is an assortment of games, puzzles, and activities that foster these goals on the company’s website, but LEGO’s most significant move into the digital space arose through a partnership with LucasArts and Traveller’s Tales for the LEGO Star Wars game. The original title was one of the biggest surprise hits of 2005, bolstered by the theatrical release Star Wars Episode III: Revenge of the Sith.
The formula behind the success of LEGO Star Wars, in retrospect, isn’t difficult to fathom. The gameplay is simple and accessible, allowing gamers of all ages and skill levels to experience it. Plus, 
the emphasis on co-op play means that any two of these diverse gamers can enjoy playing together, and will likely find some common ground in the iconic source material. “LEGO Star Wars was our first licensed property,” McNally tells us. “What’s so awesome is that the combined power of Star Wars and LEGO has the ability to engage kids and adults alike. It’s truly a unique formula among all toys.”
Through LEGO’s continued partnership with developer Traveller’s Tales, there are two more licenses in the works (Batman and Indiana Jones), plus an MMO from developer NetDevil. While those are the only currently announced titles in production, the stable of franchises LEGO has to work with could result in even more projects in the future; LEGO games based on SpongeBob SquarePants, Avatar: The Last Airbender, and especially Harry Potter have plenty of potential.
Don’t get lost in your dreams of running around a LEGO Hogwarts just yet, though. The positive reception of LEGO Star Wars has inspired the company to go forward with more video game plans, but LEGO is still taking measured steps in how it approaches the gaming market. “The key for us is in maintaining the right balance of physical and virtual, as we never want to abandon what we’re universally known for by replacing it with something completely virtual,” observes McNally. “The video games, while a great way to immerse in a completely digital expression of the LEGO world, absolutely inspire players to crack open the bin and start building in the real world.”
LEGO bricks have already proven they can make the transition over to gaming, but is it a two-way street? Could we see our favorite game franchises get their own LEGO lines in the future? “We are always evaluating new licenses and themes to bring to life in LEGO bricks,” admits McNally. “Vehicles are great, and anything structural, so we are always looking for properties that have global appeal, great stories, strong and iconic vehicles that also represent great play value.” Judging by those criteria, the video game industry is full of likely candidates. For the moment, however, the company’s gaming ambitions are centered on the three announced projects.
“You never know where the success of these titles could take us,” says McNally. “We’re exploring other kinds of gaming based more on the LEGO brand and classic themes, and it’s showing signs of strong success. Right now, I can tell you we’re looking forward to the upcoming game launches, and anticipate there will be more LEGO excitement in gaming to come.”