The Lego world continues to grow with a new collection comprised of more than 170 products. In a move to expand its demographic, the Denmark-based construction toy company recently integrated board games into its business. And the pattern continues this year with the launch of its new Ninjago franchise that syncs classic Lego construction with social and virtual gaming experiences.

Virtual gaming will be available through Lego Battles: Ninjago on Nintendo DS in April and through the first product-inspired zone in LegoUniverse, the company’s massively multiplayer online game.

The company is also bolstering its licensed product tie-ins from franchises like Star Wars and Cars.  One example is the newest Duplo preschool building line that includes Disney-Pixar Cars 2 and Winnie the Pooh collections, which range in price from US$14.99 to US$49.99.