New York • On the heels of success with "The Lego Movie," the Danish toy company is giving kids a chance to put their own blocks on the screen, with a new product line that copies their creations into phone and tablet games.
The Lego Fusion line will launch in August. Each $35 box will contain some 200 bricks and a special plate to build on. Creations on the plate can be photographed with Apple or Android phones or tablets and imported into free, downloadable games.
There are several Lego-themed games already, but this is the first time it's blending real and virtual this way. Many toy companies are going down that route, trying to capture some of the attention — and money — that's being diverted from physical products to iPhone and Android games.