Mads Nipper on LEGO Friends and future of digital experience

Well, the video no longer plays; apparently Bloomberg replaces content over time {obviously the better to make money with, right?} so a quick summary of the video:
It was basically an explanation of the broad spectrum of LEGO Friends theme, not just sets with bricks to build, yet the digital experience (such as LEGO Digital Designer, a platform to build in 3D) and online games featuring the characters. Just like many LEGO themes, they build an extension of the core canon to immerse fans in the world of the characters. This inspires imagination and ignites a passion for storytelling. The LEGO Group has offered many products that merge the building of storytelling into digital devices and media. They are ahead of the curve. Not only can LEGO Friends be completely motorized with LEGO Mindstorms (robotics) they just recently launched a Real build, Virtual game set called FUSION. It comes with real bricks to build, then scan a special code imprinted on a brick in the set, which transfers and transforms the creation into 3D. This can then be expanded within a 3D environment and even stored on cloud-based platforms for future expansion and interaction. LEGO Friends world online within the LEGO website offers a digital experience for fans to connect with each other and share stories and creations. This aspect of LEGO has been operating for years; however, since LEGO Friends launched January 2012, the number of female fans as players, creators, contributors has increased substantially.
In addition, all instructions to LEGO Friends are available online, as with all LEGO sets. ---

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