Lego: when video games bridge between toys and cinema.

This paper proposes an exploration of the Lego Transmedia World. The starting point is a definition of a Lego aesthetics based on four characteristics: modularity, translatability, intertextuality and a tripartite nature of Lego minifigures. A brief analysis of the most popular types of Lego products – toys, games, video games and movies – will delineate a continuum that goes from different degrees of playfulness to mere readership: continuum in which videogames hold a special position. The final aim of this article is to underline, thanks to the Lego case study, the complexity and variety of the knotty intertextual nets that characterize transmedia realities.