http://kotaku.com/5490093/lego-universe-beta-ready-to-brick-your-computer
http://kotaku.com/5489855/prince-of-persia-lego-playsets-chesty-jake-wears-a-shirt
These are a couple of links just showing what appears to be Lego trying to appeal to the youth of today as it were by cashing in on the popularity of the games industry. The first link shows a sort of World of Warcraft style free roaming universe, except in Lego form, and the second shows Lego "Prince of Persia" sets, again cashing in on the Game and recently turned Film. Mega Blocks did something similar to this with the "Halo" games series, bringing out complete sets, vehicles and character figures.
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