Feeds

Google helps out utterly underexposed Lego brand with Chrome toy

Planet's productivity plummets after popular plastic plug-in plugin published

Internet Security Threat Report 2014

Obscure Danish toymaker Lego and advertising kingpin Google have together created a block-building distraction for Chrome browser users.

The Build With Chrome plugin lets fans to construct and share their creations online, and uses WebGL to render the board and a simulation of fully functional Lego bricks in hardware-accelerated 3D. There's also a set of tutorials for anyone who isn't familiar with the concept of snapping together blocks to create buildings and other objects.

Of course, you're invited to use Google Maps when you've finished to pinpoint exactly where you were when you had way too much time on your hands.

"Think back: you’ve just dumped a bin of Lego bricks onto the floor with a satisfying crash, and you have the whole day ahead of you to build whatever you want," gushed Google product marketing manager Adrian Soghoian.

"There’s something pretty amazing about being able to piece together your ideas with just a collection of colorful bricks."

Yes, it's called Minecraft these days.

But don't listen to us: Lego is still immensely popular and the Chrome plugin is drawing attention from across the web. And in addition to its movie, theme park, video game and adult collectable model lines, Lego is also said to have once dabbled in children's toys: the company's plastic block kits are credited with inspiring an entire generation of engineers who have shown their appreciation by building massive monuments and complex structures entirely from Lego bricks.

For Google, the plugin shows off the capabilities of Chrome and WebGL for developing applications. The LEGO tool integrates with Maps and Google+, as you'd expect in this day and age of online tracking, and offers support for touchscreen functions that will increasingly be utilized by developers in creating other, more serious, applications. ®

Intelligent flash storage arrays

More from The Register

next story
Chipmaker FTDI bricking counterfeit kit
USB-serial imitators whacked by driver update
Xperia Z3: Crikey, Sony – ANOTHER flagship phondleslab?
The Fourth Amendment... and it IS better
DOUBLE BONK: Testy fanbois catch Apple Pay picking pockets
Users wail as tapcash transactions are duplicated
Microsoft to enter the STRUGGLE of the HUMAN WRIST
It's not just a thumb war, it's total digit war
Google Glassholes are UNDATEABLE – HP exec
You need an emotional connection, says touchy-feely MD... We can do that
prev story

Whitepapers

Choosing cloud Backup services
Demystify how you can address your data protection needs in your small- to medium-sized business and select the best online backup service to meet your needs.
Forging a new future with identity relationship management
Learn about ForgeRock's next generation IRM platform and how it is designed to empower CEOS's and enterprises to engage with consumers.
Security for virtualized datacentres
Legacy security solutions are inefficient due to the architectural differences between physical and virtual environments.
Reg Reader Research: SaaS based Email and Office Productivity Tools
Read this Reg reader report which provides advice and guidance for SMBs towards the use of SaaS based email and Office productivity tools.
Storage capacity and performance optimization at Mizuno USA
Mizuno USA turn to Tegile storage technology to solve both their SAN and backup issues.