# Multifunctional Game Sets The 'LEGO' Group is Merging Physical and Digital Play By Georgia Wray Norsten | Published 2024-10-09 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/the-lego-group References: [lego](https://www.lego.com/en-ca/aboutus/news/2024/october/7-in-10-parents-claim-their-child-enjoys-seamless-play?locale=en-ca) & [lego](https://www.lego.com/en-ca?123)  The LEGO group continues its entertainment legacy by merging digital gaming with physical play, allowing children to extend their virtual adventures into real-world creativity. In response to a global study revealing that 71% of children carry stories and experiences from digital games into physical play, LEGO is launching some exciting new features to its series of gaming sets that bring beloved digital characters to life. From '[LEGO®](https://www.trendhunter.com/trends/nike-x-lego-group) Fortnite' to 'LEGO® Sonic the Hedgehog™, Super Mario™, Minecraft®, and Animal Crossing™,' these upgrades offer audiences a fresh way to blend on-screen action with hands-on building. LEGO's commitment to this seamless play experience is again underlined by its upcoming 2025 releases, including the first-ever '[LEGO Mario Kart](https://www.trendhunter.com/trends/super-mario-mario-kart)' sets and new expansions for 'Minecraft, Sonic, and Animal Crossing.' By combining iconic digital characters with physical LEGO sets, children are invited to explore their favorite games in new, creative ways -- both on the screen and off. Image Credit: LEGO ## Trend Insights (Trend Hunter) - Score: 4.8/10 - Popularity: 56% | Activity: 58% | Freshness: 29% - Audience gender: 50% men, 50% women - Primary generations: Gen Z, Gen Alpha - Top markets: North America, Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Interactive](https://www.trendhunter.com/interactive) ## Key Themes ### What Makes This Trend Stand Out - **Digital-physical Hybrid Toys:** Merging digital and physical play offers new opportunities for immersive and interactive experiences for children. - **Character-based Playsets:** Integrating popular digital game characters into physical toys creates a new dimension for fan engagement and storytelling. - **Interactive Play Expansion:** Expanding play possibilities through new releases and updates maintains consumer interest and fosters continued brand loyalty. ### Sectors Adopting This - **Toy Manufacturing:** The toy industry can leverage digital integrations to create more engaging and multifunctional products. - **Video Games:** The crossover between video games and physical toys presents collaboration opportunities for enhanced player experiences. - **Educational Technology:** Educational tech can benefit from digitally-augmented toys that combine learning with play to enhance children's developmental skills. ## Related on Trend Hunter - [Video Game-Inspired LEGO Sets](https://www.trendhunter.com/trends/sunscreen-mist.md) - [Digital Game-Inspired Puzzle Sets](https://www.trendhunter.com/trends/animal-crossing-set.md) - [Licensed Character Playsets](https://www.trendhunter.com/trends/licensed-character-playsets.md) - [Family-Friendly Survival Games](https://www.trendhunter.com/trends/lego-3.md) - [Survival Crafting Metaverses](https://www.trendhunter.com/trends/lego-fortnite.md) - [Brick Toy Revivals](https://www.trendhunter.com/trends/game-boy-set.md) - [Screen-Free Interactive Toys](https://www.trendhunter.com/trends/screenfree-interactive-toys.md) - [Gaming Fandom Activations](https://www.trendhunter.com/trends/lego-code-break.md) - [Tech-Driven Building Toys](https://www.trendhunter.com/trends/lego-9.md)