I just grabbed the new (free) iPhone app from LEGO today, and is it ever cool!
What a great way to extend a brand that has nothing to do with mobility to a smartphone. This is a great example of how to leverage the best features of your product on a platform that enables you to do so.
If the goal if this app is to a) remind me how cool a toy Lego is and b) to keep some mindshare in a market of increasingly complex gadgets – well then mission accmplished!
Good work LEGO!