Lego Nexo Knights combines play and the digital world

The Spielwarenmesse regularly demonstrates the direction in which the toy market is heading. In conversation with Lego, it becomes clear that classic building concepts are increasingly being combined with digital applications.

With the Nexo Knights product line, the company is targeting precisely this interface – between physical toys, app-based extensions and an overarching media world. Even the first impression at the trade fair stand makes it clear that it is no longer just about individual building sets. Rather, a cohesive play world is presented, linking different levels together. The familiar bricks remain the foundation, but they become part of a larger system that goes far beyond mere building.

Lego Nexo Knights as a new product line

At the heart of it all is the new Nexo Knights range. Lego is thus introducing a standalone themed world that combines classic knight motifs with futuristic elements. The setting is the Kingdom of Knighton, which is threatened by so-called lava monsters. The task of the Nexo Knights is to defend this world. A key model is the Fortrex – a rolling fortress that can be transformed into a stationary defensive structure as the game progresses. The design already demonstrates how strongly the physical play is geared towards function and presentation. Vehicles are no longer merely a backdrop, but part of a dynamic play scenario. This world is complemented by characters such as the digital wizard Merlok, who acts as a link between the real and virtual games. This is precisely where the actual concept comes into play.

Fortrex and the Merlok 2.0 app in combination

The connection between the physical and digital games is made via the Merlok 2.0 app. It is available free of charge and forms the digital extension of the Nexo Knights world. Within the app, users navigate the Kingdom of Knighton, complete missions and defend the game world against attackers. The key feature lies in the link to the physical sets. Certain elements – particularly the characters’ shields – can be scanned using the smartphone’s camera. In total, there are over 100 different shields available, each unlocking its own abilities. The process is simple yet effective: a physical element is recognised, the corresponding ability is activated in the app and then used in the game. This creates a direct interaction between both levels. The system works both ways. Content from the app is reflected in the building sets, whilst physical elements trigger digital functions. This creates a consistent game world that does not separate analogue and digital, but rather interlinks both areas.

Game mechanics between mission and collection

The game structure is based on classic mechanics but is expanded upon. Users explore a digital world, complete tasks and deploy collected abilities in a targeted manner. The collection aspect – for example, through different shields – plays a central role in this. This combination of exploration, collection and the use of abilities is familiar from digital games, but is integrated here into a physical product. The structure remains straightforward, ensuring that younger users can also get involved. Typical elements of the game mechanics are:

• Exploring the game world of Knighton in the app
• Completing missions against lava monsters
• Scanning physical shields to unlock powers
• Storing and combining digital abilities
• Using the powers during gameplay

Link to the TV series and media world

Another key element is the integration into a broader media strategy. The Nexo Knights are not only available as building sets and an app, but also form part of a TV series. Content from the series can in turn be integrated into the app, for example by scanning symbols or shields. This creates a cohesive system spanning multiple channels. Children encounter the brand on television, continue the content in the game and, in doing so, interact with real-world products. This interconnection is a clear step towards transmedia storytelling, in which individual elements do not function in isolation but complement one another.

Lego: between classic building blocks and digital expansion

The launch of Nexo Knights demonstrates how Lego’s self-image is changing. The classic building blocks remain, but are expanded with digital functions. Crucially, the physical component is not being replaced. Building remains a central part of the game. At the same time, it is clear that digital content creates new possibilities. It allows for more complex gameplay, individual progress and a stronger integration of stories. For Lego, this presents an opportunity to further develop existing game concepts without abandoning their foundations. The challenge lies in meaningfully connecting both worlds. Systems that are too complex could overwhelm younger users, whilst applications that are too simple would lose their digital added value. Nexo Knights demonstrates an approach that attempts to maintain this balance.

Development within the context of the toy market

The product line does not stand alone, but is part of a broader trend in the market. Digital extensions, app integrations and cross-media concepts are gaining in importance. At the same time, the need for tactile play remains. It is particularly evident at the Spielwarenmesse that these two areas are not mutually exclusive. Rather, new concepts are emerging that combine both levels. With Nexo Knights, Lego is positioning itself precisely in this field. This example shows how classic brands are attempting to adapt their products to changing usage habits. Children today naturally grow up with digital media. A play system that incorporates this reality can remain more relevant in the long term than purely analogue concepts. Ultimately, the basic principle remains the same: building, playing, experiencing stories. What is new is that these stories no longer take place solely on the floor of the children’s bedroom, but are continued simultaneously on the screen.