Lego Promotes Bionicle Toys with Mobile Game

BionicleLego has launched a free Android app promoting its Bionicle range of toys.

Aimed at children aged eight and above, Bionicle – Mask of Creation casts six of the lines characters in a 3D action game. Kids can unlock 100-plus virtual pieces of Lego to customise their character, but there are no in-app purchases. Extra content is accessed simply by playing the game.

In fact, with no third-party ads, the app isnt being directly monetised in any way – instead, Lego is using the game as a branding opportunity.

The Android app is universal, and so will work on higher-end smartphones, but has been designed specifically for tablets.