Lego takes on Monopoly with construct-your-own board games

Lego is entering the traditional world of board games this year when it launches a range of innovative build-your-own board games.

By Harry Wallop, Consumer Affairs Editor
Published in the Daily Telegraph
Last Updated: 7:01PM GMT 04 Feb 2009

The 75-year-old Danish company, famed for its building blocks, is branching out by designing a range of toys that involve children constructing their own board games out of Lego building blocks.
Once they have completed the board and dice, the children can then play the games, before rebuilding the construction differently and playing a new version of the game.
The set of six games were unveiled at this week's Toy Fair in London, which showcased the gadgets, toys and games that will be on the shelves later this year.
Lego's move – taking on the giants of Scrabble and Monopoly – was the talk of the show, with toy experts saying the company has the potential to revive the fortunes of the flagging board game industry.
Last year, despite the success of Monopoly and Scrabble, board games struggled overall, with sales down 30 per cent in the UK.
Peter Jenkinson, editor of the website, Toyology, said: "Whilst most major board manufacturers concentrate on revamping ageing titles, Lego once again show their strength by breaking the mould. They have invented something completely new – and that rarely happens in the world of toys."

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