LEGO and Google Chrome linked up to create "Build with Chrome", a social online building website that lets users build anything anywhere with an infinite number of Lego blocks -- virtual Lego blocks.
First developed as an experiment by a LEGO-loving team in Australia, Build with Chrome was based on the idea of bringing the classic plastic toy bricks to the digital realm. The website uses 3D graphic technology called WebGL that lets the virtual Lego bricks work like the real ones. 
Once you're on the website, you can pick your plot anywhere or explore the "world of Build", which has a Google Maps interface. You can also start building your own project right away and publish or share it with friends.
If you already have a Google+ account, the Build Academy lets you master your LEGO building skills online through tutorials guided by characters from the upcoming LEGO film and completing tasks. The tasks grow more elaborate as you learn more tricks.
Even if it's not the same experience, virtual LEGO building seems to take just as long as it does with real LEGOs as you rummage through the virtual toolbox, but it can actually be quite fun as you get used to the controls.
Build with Chrome has its marketing perks, too. It helps promote the Feb. 7 release of "The LEGO Movie" while also tempting more people to sign up for Google+ accounts and test out the Chrome browser. And of course, the website makes playing with LEGOs more accessible. In other words, another wonderful Internet distraction.
You can try it out for yourself here.
3 Comments
Does anybody else find digital lego building a sign of our absurd techno-fetishisim bordering on insanity.
No way. LEGO is the gateway drug to increased spatial intelligence and reasoning. Just not sure why they didn't give unlimited space.
I'd agree with Peyton. I thought the whole point of legos to build in the three dimensions of the real world. You can't build spatial intelligence if you're not physically engaged in space. If you want to build in the virtual world, there are a ton of 3-d programs, once you have an idea about how those pushes and pulls manifest themselves in actual space, but to start there is crap. Koodos to legos with the marketing strategy. Who can resist the charms of Google?
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