Edge writes: "Do you have a problem describing LittleBigPlanet? So does Alex Evans, co-founder of Media Molecule. To this day, he has a hard time describing it to people who have never played his game.
"We had this laser-focus that we wanted to do creative gaming. We had no elevator pitch and no name for the studio," Evans said at the DICE Summit in Las Vegas on Friday. "I think we called ourselves Brain Fluff originally, which is worse than Media Molecule. But we had complete conviction that it was worth giving it a try--we had a super arrogance that it was worth trying.'"