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Editorial: Lego Saving Itself With Minecraft Partnership

by Metacam Oh
Published December 13, 2011

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The Minecraft craze is not going away anytime soon. It appears Mojang, the company behind Minecraft is soon to land a partnership with the iconic Lego company to bring Minecraft building blocks to toy stores everywhere. On a Lego related site, a representative of Mojang broke the news:

Seeing LEGO Minecraft sets is also our dream, so we linked to one of the projects. It’s clear to us that there are many creative people with good ideas for this and we want to throw our own hat into the ring and start this project to bring the best LEGO Minecraft builders together.

Minecraft is about placing blocks to build anything you can imagine in the virtual world. You can build anything you imagine with LEGO bricks in the physical world. Minecraft and LEGO were meant to be together.

We’ve invited a couple of the LEGO fans behind the earlier LEGO Minecraft projects, suparMacho and koalaexpert, to collaborate with us to shape the idea. We’re also interested in your ideas, and will select the best LEGO Minecraft models to also join our efforts.

As the official Mojang LEGO Minecraft project, we will work with the LEGO Group to secure a licensing agreement and donate the 1% royalty from LEGO CUUSOO to charity. Let’s make LEGO Minecraft happen together!! =D

It doesn’t look like a specific agreement has been reached yet, but it appears some sort of partnership is inevitable.

Last month, Lego announced the closing date of its’ short lived MMORPG Lego Universe for the end of January 2012, and one has to wonder whether Minecraft Mania was a big part in why the game failed. Lego Universe, which was primarily aimed at kids, did not get the customer base to justify keeping the game open, while Minecraft, which is fun for both adults and children alike is soaring in popularity and is currently carving out its own niche in pop culture.

Real life Minecraft building blocks are an inevitability, and seeing their status in pop culture possibly in jeopardy, Lego made a wise decision here. Instead of turning their nose at Mojang, like most companies probably would have, Lego is going to get in on the Minecraft action. Regardless of the reasons, it looks like Minecraft and Lego are a match made in block heaven.

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