LEGO’s ‘The Life of George’ Connects Physical and Virtual Gameplay

LEGO - Life of GeorgeI can’t remember a time where I didn’t have LEGO around. There have been more than 400 billion LEGO bricks produced since 1958, that makes 58 Lego bricks per person on Earth if my math is reasonable correct. There must be at least that many still stuffed down between the couch cushions at my parent’s house.

LEGO has always been a leader in incorporating technology into the product. They created a Lego website in 1996 in the very early days on the web. They created a line of programmable robotic bricks and bit called Mindstorms, which it developed in partnership with MIT Media Labs. LEGO’s Digital Designer software lets budding designers create models using virtual bricks, then post the results online at LEGO Design ByMe and purchase the real bricks to make the design in real life.

On October 1, LEGO released it’s latest product ‘The Life of George‘, an interactive game that requires the player to recreate the items that appear in George’s vacation photographs using LEGO bricks assembled and placed on a special gridded gaming mat. Players use the free iPhone app to score to time and capture an image to test the accuracy of your LEGO building skills. The game features 12 levels of play with 10 group of photos in each level. The game begins with images from George’s trip to Hawaii including sunglasses, palm trees, a crab, even a cocktail glass(??). You can challenge yourself or battle against one of your brick-building buddies for LEGO dominance.

‘The Life of George’ kit is available for $30 at LEGO stores now. The free ‘Life of George’ app is available in the Apple app store.

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