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Gamasutra AGDC Interview: How NetDevil Got The LEGO Universe Deal

The "hot thing" in recent months has been branded online worlds -- the industry's now got multiplayer spaces for everything from Hello Kitty to Build-a-Bear Workshop, and toy tie-ins like Webkinz are beginning to crop up everywhere.

But LEGO Group director of business development Mark Hansen was already thinking of an online play space based on his company's iconic building block toys back in 1999 -- and the toy company just had to wait for the tech to get up to date, he claims.

According to Hansen, the serious planning and partner investigation for building the upcoming PC downloadable LEGO Universe MMO began back in 2004.

"Around 2004 and 2005, we started to see that more computers were coming into kids' bedrooms," Hansen says, noting that in order to develop a game like LEGO Universe targeted at 8-12 year olds, the era had to favor more kids having access to tech.

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