With Disney Infinity launched last week, LEGO decided now would be the time to announce its bid for the same prize.
LEGO Collectible Minifigures are sold without punters knowing which figurine they're going to get, and the aim is to have each figurine give players an unlock code for a digital version of itself in LEGO Minifigures Online, similar to the model employed by Skylanders and Disney: Infinity.
So now we've got one of the largest game companies in the world with a running start on a new IP, the biggest kids' entertainment brand in the world throwing its cavalcade of recognisable brands at the same market, and now the penultimate toy manufacturer working the reverse angle.
The LEGO game isn't hitting until mid-next year, but it's still a hell of a battle with some very high stakes.
Check out the full story on MCV UK here.