The Lego Group has begun working with independent game development company NetDevil to develop a massively multiplayer online game.

Lego said that it intends to merge the online world of social interaction with physical play through the partnership.

"As children around the world continue to spend more time online we are developing new and engaging ways for them to interact with our brand," said Lisbeth Valther Pallesen, executive vice president for the community, education and direct division at Lego Group.

The company believes that the Lego brand represents values of construction, creativity and problem-solving that complement the multiplayer online game market.