Following the success of the Lego Movie, made by the Sydney-based animation firm Animal Logic, the Lego group launched Lego Fusion that allows Lego fans to take physical Lego creations to the virtual world via iOS or Android.
Lego fusion comes with four sets namely Town Master, Battle Towers, Create and Race and Resort Designer. Each set sold for $35 (AU$37) comes with a feature called a "capture plate" where users can build on. The capture plate identifies the colours and sizes of the Lego bricks being used. The set also comes with a free downloadbale Fushion app. After finishing their Lego creations, the users can play with them virtually by first running the Fusion app via iOS or Android and then taking photos of their creations.
"We know that for kids, it doesn't matter if it's physical or digital play. They tend to immerse themselves in worlds. When they play with Lego, they immerse themselves so much. It's all one world," Ditte Bruun Pedersen, Lego Future Lab designer said.
The Lego Group continues its effort to dominate sales in all major markets.
The company announced significant sales growth in its annual financial report published in February 2014.
The Asian market particularly showed a double digit strong sales growth, while major markets - the U.S., UK, and Central and Northern Europe - showed single-digit growth rates.
Lego Group President and CEO Jørgen Vig Knudstorp is aiming to outgrow the international market and dominate the market share.
"We remain ambitious and expect to continue to grow our market share. We will do so by expanding our global presence - but also through a continued focus on developing and innovating our product offering so that we remain relevant to children all over the world, " Knudstorp said in a statement.
"In 2013 we increased our sales by 11%, outperforming the general toy market, which is a very satisfactory result. In less than 10 years, we have now more than quadrupled our revenue. Continually developing and innovating our consumer offering is a key to our success, and in 2013 we successfully developed and launched products that children put high on their wish list all over the world," Knudstorp added.
The Lego Fusion will be launched in the U.S. in August.