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LEGO logo.svg
Web address
Available in English, Dutch, Japanese, Korean, Chinese, Spanish, French, Czech, Italian, Hungarian, Polish, Danish, Norwegian, Swedish, Russian, Finnish
Owner The Lego Group
Alexa rank
Negative increase 1,533 (April 2014)[1] (officially referred to as is the official website of the Lego Group and Lego brand toys. The Lego website has developed over the years, and aims to provide many extra services for fans, as well as being simply a shop and product catalog. In 2011 won the Webby Award for Best Welcome/Home Page.[2]

History[edit] began in 1996, as a small site with an online shop, one game, and pages about current products. A huge milestone came in 2001, when the moderated Message Boards were introduced. In 2005, these Message Boards were updated and were given a new look. In 2007, the whole site was updated, giving the home page a new layout, and changing "Club" to "Play". Another large update came in May 2008, when My Lego Network was introduced. In 2009, the Lego Account became Lego ID. Soon the site was updated again in 2010 changing "Play" to "Games" and adding create and share to the front page. In 2012, the Message Boards were updated again to the current version. In 2014, LEGO began running "crowdsourced" idea competitions on the[3]


The Products page provides links to each of Lego's theme's web pages.[4] The current Lego themes that are represented on the products page are:

Lego Duplo Lego Friends Lego City Lego Chima Lego Bionicle
Ninjago Lego Star Wars DC Superheroes Lord of the Rings Lego Marvel Super Heroes
Lego Mixels Lego Minecraft Lego Elves Lego Jurassic World Lego Disney Princesses
Alien Conquest Technic Kingdoms Lego Games Lifestyle
Lego Cars 2 Pharaoh's Quest Minifigures Bricks and More Creator
Lego Juniors Pirates of the Caribbean Racers Mindstorms NXT 2.0 Power Functions
Atlantis Life of George Mixels Lego Legends of Chima SpongeBob SquarePants

Lego Universe[edit]

Main article: Lego Universe

Lego Universe was a massively multiplayer online game developed by NetDevil. It was released in October 2010. Its release has been delayed from original estimates of 2009,[5] late November 2008,[6] and mid-2008.[7] This is the first Lego computer game sold in which players can connect and play online. It closed on January 30, 2012 due to the lack of users in their target group.[8][9] [10]


Play began as CLUB in the year 2001, with few games and the then small Message Boards. These Message Boards are fully moderated by real people.[11] In 2005, they were updated, and in 2012, they were updated to the current form. In 2007, the name was changed to Play. There is also a Games section, a Downloads section, a Comics and Movies Section, and a Club Section containing news, movies, and building tips.

My Lego Network[edit]

The My Lego Network Logo

My Lego Network (often just abbreviated MLN) was a child-oriented social networking site[12] that had replaced Lego Club pages in January 2008.[13] A member creates a public page with preset modules, customizing layout and colors. Some modules produce items, which can be sent to "Networkers" (Non-player characters) to move up in the ranks (0 - 10).[12][13] The website also had a built in inbox that contained prewritten messages that could be sent to MLN friends as well as Networkers.[12][13]

My Lego Network shut down on September 30, 2015.


Each rank in My Lego Network had a specific Networker theme associated with it, as well as a final "Masterpiece"[14] that allowed players to move on to the next rank and befriend new Networkers. Ranks would become progressively more challenging as players moved on.

Rank Theme Masterpiece
1 Farming Crimson Apple
2 Bees Royal Hive Queen
3 Middle Ages Mythology Giant's Hat
4 Racing Speedy Motorcycle
5 Dinosaurs / Exploration Jeweled Triceratops
6 Construction Craftsman's Cottage
7 Music Enchanting Harp
8 Native Americans Brickota Totem Pole
9 Medieval Knights Tower of Many Shields
10 Lego Space Intergalactic Cruiser


My Lego Network consisted of many networkers each with their own purpose. There are different types of networkers.

Rank networkers[edit]

This helped players advance through the ranks.

Mini rank networkers[edit]

Helped advance through mini ranks. For completing a mini rank players usually earned a badge.

Secret networkers[edit]

Hidden networkers could usually help advance through the ranks easily. When befriended they do not show up on friend lists.

Formerly secret/other networkers[edit]

Usually to do with mini ranks.


The Lego Shop on the website is the official shop for Lego brand products. Users can buy Lego sets, as well as individual pieces.

See also[edit]

External links[edit]


  1. ^ " Site Info". Alexa Internet. Retrieved 2014-04-01. 
  2. ^ Eddy, Max (May 3, 2011). "2011 Webby Award Winners Announced". Geekosystem. Retrieved January 7, 2013. 
  3. ^ Schlagwein, Daniel; Bjørn-Andersen, Niels (2014), "Organizational Learning with Crowdsourcing: The Revelatory Case of LEGO" (PDF), Journal of the Association for Information Systems 15 (11) 
  4. ^ Lego Products Page
  5. ^ "A Visit to NetDevil". 2008-09-29. Retrieved 2010-01-16. 
  6. ^ "The Lego Group announces Lego Universe as official title for branded MMOG". 2007-06-07. Retrieved 2010-01-16. 
  7. ^ "Lego MMO Screens and Info". 2007-06-01. Retrieved 2010-01-16. 
  8. ^ "Game Closing Questions". Retrieved 27 March 2012. 
  9. ^ Augustine, Josh (2011-10-04). "Why LEGO Universe is shutting down in January, and why it deserves a second chance". PC Gamer. Retrieved 2013-04-10. 
  10. ^ Pwyff. "LEGO Universe to close in 2012". Zam. Retrieved 10 April 2013. 
  11. ^
  12. ^ a b c MLN Getting Started
  13. ^ a b c Ceceri, Kathy (May 19, 2008). "My Lego Network is the Cool New Online Hangout for Kids". Retrieved March 27, 2013. 
  14. ^ MLN Masterpieces