RETAILBIZ: LEGO UNIVERSE 56 MCV 15/10/10
WWW.MCVUK.COM
The creativity of popular toy brand LEGO enters an online world in LEGO Universe… by Dominic Sacco
WHETHER it’s building a medieval castle from scratch or re-enacting scenes from Harry Potter and Star Wars, nothing taps into the imagination of children quite like LEGO. Since the 1940s the colourful bricks have been tipped across living room floors the world over. Now they’re spilling into the MMO market via Warner’s new online adventure, LEGO Universe. It’s not the first LEGO video game of course – the market already has the million-selling LEGO Star Wars, Batman, Rock Band and other games – but Universe is arguably the first title that holds true to the core appeal of LEGO as a creative and constructive toy.
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Players can build anything they can dream up, from buildings to vehicles and even their own unique LEGO character. They can then take part in third person co-op adventures, exploration and battles that follow the title’s unique storyline. “LEGO Universe brings the LEGO play experience online in the first MMOG created for LEGO fans of all
ages,” says Warner Bros’ UK sales and marketing director Spencer Crossley. “In LEGO Universe players will discover a world that sparks the imagination, full of opportunities to build, play and interact with LEGO fans from all over the globe.
“As always, safety for children is the LEGO Group’s top priority. LEGO Universe is a great way for families to play together in a safe online
LEGO Universe is a great way for families to play together in a safe online environment and fosters creativity
. Spencer Crossley, Warner Bros
environment, and is designed to foster creativity and social interaction in young children and veteran gamers alike.”
LEGO HEADS
The game features several simple ways to play with the iconic bricks, from simple building challenges such as huts to complex creative designs like entire cities built from LEGO. Players can easily bring their wildest creations to life with a user friendly programming language that allows users to get building right away.
First, players must sign up to the subscription service, which currently costs $9.99 per month. They can then customise their own individual ‘Minifigure’ avatar before exploring the LEGO Universe. Like many popular MMOs, users have the option of expressing their personality or becoming someone entirely new – from pirates to police officers and pilots.
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Once they’ve created a character, they can chat and play with fans across the world in-game through a variety of social features, all designed with children’s safety in mind. For example, there are profanity filters and a dedicated team of moderators online to
ensure the world is family-friendly. LEGO Universe offers younger players a huge online adventure experience and an exciting new extension of the LEGO brand, making it a perfect kids gift this Christmas.
RELEASED: OCTOBER 22 FORMATS: PC, MAC PUBLISHER: WARNER BROS DEVELOPER: NETDEVIL PRICE: £29.99 DISTRIBUTOR: CENTRESOFT CONTACT 0121 625 3388
BUILDING EXPOSURE
Warner has an extensive marketing campaign planned to support LEGO Universe.
TV A series of 20-second and 30-second TV ads will run over a two-week period, highlighting how players can customise their own LEGO character and explore the in-game world.
PRINT Press coverage and ads will run in a variety of specialist and lifestyle magazines targeting kids and parents. A playable demo covermount will encourage players to sign up.
ONLINE An extensive PR campaign will run on websites featuring a developer’s tour of the game. There will also be demos available online that will see thousands of new players drawn to LEGO Universe.
TRADE An extensive range of POS materials will appear in stores including FSDUs, posters, countertops, stickers and leaflets.
OUTDOOR Sampling activity will take place in LEGO Land in Windsor and the LEGO Land Discovery Centre in Manchester. This will give users the chance to play the game before its release date.
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