Lego 2.0

This week Lego has gone digital partnering with Google to celebrate the well-loved brand’s 50th Anniversary in Australia with the ‘Build’ project.

The project is huge and shows off some of Google Chrome’s cool capabilities and features, allowing users to build on a map of Australia and New Zealand with virtual Lego bricks. You can also browse the map and view other users’ creations – with almost 1,000 different bricks to build with and some imaginative minds involved, there are some interesting builds within the project.

The marketing director for Lego Australia and New Zealand, Caroline Squire, said:

“We’re excited to see the creative builds that emerge all over Australia and New Zealand as everyone, from kids and adults to designers and gamers, lets their imaginations run wild and experiences Lego building like never before.”

It’s a great project bringing the social and collaborative element of the classic toy to the ‘future’, utilising digital technology really well.

You can browse and take part in the project at buildwithchrome.com, but be careful as it can get addictive!