Lego has jumped into the mobile app bandwago by coming up with a unique app that lets you take its famous plastic bricks into a virtual world.

The premise is simple: You create a Lego masterpiece, which could be either a car, or a house, in the physical world, and then use the app for sending your creation to a virtual world.

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This latest move by the toy company is expected to gain more customers and boost the company's sales since the kids of today's generation are attracted to apps and the virtual domain.

According to Toy Association, the toy industry was worth over $84 billion in 2012. However, the mobile app industry is growing at a much faster rate than the physical toy industry. Hence, it made sense that Lego chose to venture into the mobile app domain.

"We know that for kids, it doesn't matter if it's physical or digital play," said Ditte Bruun Pedersen, one of the designers in the Lego Future Lab. "They tend to immerse themselves in worlds. When they play with Lego, they immerse themselves so much. It's all one world," he explained.

The kids will build their creation on a base called "capture plate", a platform which comes with a scannable bar code. Once done, the kids can then open the Fusion app, on either an Android or an iOS device, and take a picture of their creation. After this, the physical project will take a virtual form in the app!

TagsLego, fusion, App, toys, kids