With a film on the way and numerous partnerships in the pipeline, including the recently revealed The Simpsons sets, you would think LEGO had enough to occupy itself with.
The new partnership between the construction toy firm and Google, however, would suggest otherwise.
With a new app - titled Build with Chrome - the two brands have joined to allow LEGO and tech fans alike the chance to build their own creations online.
Designed to be played on Android smartphones, tablets and computers, the new Chrome app features a virtual tool kit, allowing users to drag different sizes, shapes and colours of LEGO bricks into place on a blank base board.
The Daily Mail reports that the app was originally created in 2012 to showcase a new 3D graphics technology, as well as celebrate LEGO's 50th anniversary. The experiment has since been rolled out as a fully functioning web tool.
What's more, Google and LEGO's app even allows people to publish their creations on a plot of land anywhere in the world, overlaying the builds on Google Maps - the ultimate in building a LEGO world.
With social and build sharing features, the app comes complete with a number of short tutorials that can even teach users to build structures such as those to be featured in the upcoming Warner Brothers film, The LEGO Movie.