I’m in Aarhus, Denmark, listening to the only English presentation of the day (besides mine), which is a terrific talk by Mark William Hansen about Lego’s embrace of Web 2.0. E.g., four days after Lego launched MindStorm, the software had been completely redone. “We could have gone after them with a lawyer,” he says, but instead “We embraced the changes.” The adult hobbyists, who had been a “shadow market,” with Web 2.0 have become key because they drive enthusiasm and stretch the product. Lego is working on “Lego Universe”: A social world in which you can build with virtual bricks and play with them online with others; the planes will fly and the boats will sail. [Tags: lego play web2.0 ]

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