Toy giant Lego Systems Inc. has rolled out a branded application for Apple?s iPad, iPhone and iPod touch to take playtime on the go.

The application is based on an existing Lego board game Creationary, which tests how quickly players can guess what is being built from Lego bricks. Players roll the Lego dice to find out which of the four randomly selected categories they are guessing: nature, vehicles, buildings or things.

?Mobile provides a great platform for taking Lego play on the go and for providing new and relevant ways to experience the brand,? said Michael McNally, brand relations director at Lego, New York. ?We?re thrilled that so many people downloaded and are still using Lego Photo, our first app, which inspired us to think of other ways to leverage mobile.

?With Lego Creationary, it?s about pulling as many levers possible to help establish a new category for Lego,? he said. ?The new board games are sold in a different section in stores and are a new way to play with our bricks, so the app is both a fun stand alone game and also a great way to sample what it?s like to play the actual board game.

More than 2.5 million people are using the Lego Photo application.

The collection of 10 Lego games caters to a wide range of purchase and play occasions, ages, play types and price points.

Each board game provides everything needed to start building and playing right out of the box, including customizable Lego dice and separate building and game play instructions.

Lego Games are designed to be a new game every time they are played, encouraging children of all ages to build the game differently or change the rules and dice to keep game play fresh and exciting.

Playtime on the go
The game starts building an object from one of the four categories out of Lego bricks, and players must guess which of the four possible answers is correct by tapping the illustration that they think matches what is being built.

The faster players guess correctly, the more points they earn.

As the game is played over time, the more difficult it becomes.

If players guess incorrectly, the game ends. Scores can be shared with friends via email or on Facebook.

The free Lego Creationary game is available in the App Store on iTunes.

The application was designed with parents of children ages six and up in mind. 

Blockdot built the mobile game for Lego.

?PR outreach and communication via our Lego Games Facebook community are the primary drivers of awareness for the app,? Mr. McNally said. ?It is also slated to be promoted inside of other apps from the developer.?

Dan Butcher reported for this story.