Idea IS the format

I first heard that Lego were creating a virtual world of their own - Lego Universe - about six months ago, and I knew then that it had MASSIVE potential.

Now I see this concept art on the blog of friend and collaborator Annie Ok, originating from an article on Reuters announcing that Lego Universe will be launching next year, letting players 'create online versions of themselves and interact with each other'.



I often cite Lego as the point of origin for my career as a web develop and interactive marketer. Even as a child I had an innate appreciation of its integral fusion of aesthetics and narrative, and the freedom this gave me to unleash my imagination in colourful and compelling ways. Truth be told, my inner child is pretty damn excited about Lego Universe, and can't wait to introduce my actual kids to what I hope will be a world of consumate creativity and user-generated story-telling.