Gamers inspire Lego

Lego plans to manufacture user-designed models from its MMOG.
Author:
Publish date:
Social count:
0
5_Pocoyo.jpg

As part of Lego’s strategy to promote its forthcoming massively multiplayer online game (MMOG), Lego Universe, the firm plans to offer players the chance to see their onscreen creations made into products.

The products will be produced at its manufacturing plant in Denmark.

Mark Hansen, development director, said the concept has been development since 1999.

"That's what our supply chain is geared towards. It's about the customisation. We have the Lego factory in Denmark so we built the whole back-supply chain first before we built the game.

"We're very proud of that because there's no one else that can do that."

Hansen also said its online community is very strong with more than three million registered users.

“They build with Lego, they organise their own events and they are very integrated with us and they are very happy about the opportunities the game will offer.

"They have a lot of voice and a lot of say in the development of the game. And we're very lucky that developer NetDevil is open to accepting that way of working. A lot of developers out there understand what community is in respect to playing a game, but this is really about working with a community that is on 24/7."

Related

Featured Jobs

Vivid Job Logo 620 x 349

Digital Marketing Executive - Toys & Games

Vivid is Britain’s biggest toy company and the 20 largest in the world. With offices across the globe, they sell an amazing portfolio of toys and games to over 60 countries. Vivid is best known for its association with blockbuster brands and is very excited about future opportunities around the world.

Liberty

UK Sales Agents

Liberty House Toys have been appointed as the exclusive UK distributor for the BiOBUDDi brand, and we are pleased to introduce this new unique, innovative and exciting range of 100% environmentally-friendly toy building blocks. We are seeking experienced sales agents with existing network in the toy retail market.

Gameplan Job Logo 620 x 349

Head of Product Development & Marketing

Our client is a privately owned French toy and games manufacturer which sells through distributors in forty countries. The company develops and sells innovative electronic interactive toys and games for the educational and gaming markets, and also takes suitable licenses. To progress its successful business development a Head of Product Development & Marketing is to to recruited.

HIT Entertainment Job Logo 620 x 349

Licensing Systems Administrator

The Contract System Coordinator is a newly created role to support the deal term entry process into Mattel’s new Contract Management System for its Licensing business. The role will support the Business Teams at the Deal & Amendment phase of the contracting process and act in conjunction with the System Administration team.