LEGO enters a new dimension with its digital strategy

What was once fantasy will become reality this week when LEGO and Warner Bros launch their big-budget game LEGO Dimensions writes Richard Milne, Nordic Correspondent for the ft.com. It marks a crucial step in the Danish toymaker’s digital strategy. The game — whose starter pack will be priced at a hefty $100 — pushes it into a new segment: the toys-to-life category, worth $700m a year in the US alone.

LEGO is the archetypal toys to life experience. We are just pushing those digital borders continually so we remain present and relevant in all the environments where children want to play,” says John Goodwin, the group’s finance director.

While LEGO has developed a successful line in video games through Warner’s TT Games, the privately owned Danish company has struggled in other digital ventures with a number of flops.

I don’t think they have conquered the digital world. It’s hard to point to something digital that they have done that is successful. But what you are seeing now is the first attempts for Lego to create some kind of hybrid physical-digital experience,” says David Robertson, co-author of Brick by Brick: How Lego Rewrote the Rules of Innovation and Conquered the Global Toy Industry.

That increases the pressure all the more on Lego Dimensions, a sprawling game that cost the same as a blockbuster film to develop and featuring different brands including Doctor Who, Back to the Future and Ghostbusters.

For their $100, players will get a game for Sony’s PlayStation, Microsoft’s Xbox or Nwintendo’s Wii, alongside almost 300 Lego pieces used to create a controller, as well as three characters: Batman, Gandalf from Lord of the Rings and Wyldstyle from The Lego Movie. Additional kits featuring other characters — from the Wicked Witch in The Wizard of Oz, through to Scooby Doo and Wonder Woman to Krusty the Clown — will cost $15-$30 and unlock new games levels and include vehicles for game play.

The game, which took 160 people three years to develop, is launching in a crowded marketplace. Activision Blizzard’s Skylanders game has dominated the toys-to-life category since it launched in 2011, but has been joined by Disney’s Infinity — which will feature Star Wars’ figures this Christmas — and Nintendo’s Amiibo lines.

For the full indepth article visit ft.com and Thanks to them for allowing us to share this story. A lot is riding on Dimensions and only time will tell if it will be like LEGO Universe and be a flop or like LEGO Movie and be a massive success.




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