Lego and Warner Bros Interactive Entertainment are sponsoring the first ever Interactive Game Zone at next week's Brand Licensing Europe.
The two firms will be using the sponsorship to push Lego Rock Band, which is due for release in late November on Microsoft's Xbox 360, Sony's PlayStation 3 and Nintendo's Wii and DS.
The game allows players to create their own unique rock star and customise their own avatars, band members, roadies and managers. As players successfully complete songs and rock challenges, they can collect Lego studs, unlock additional content and build vehicles to take their characters from local gigs at rock clubs to stadium shows.
Songs included range from Jackson 5's I Want You Back and Pink's So What, through to Breakout by the Foo Fighters, The Final Countdown from Europe and Good Charlotte's Boys and Girls among others.
BLE organiser Advanstar has significantly built up the video games element of the show this year. Companies including Buka Entertainment, Ubisoft, Rocket Licensing, Performance Brands, Target Entertainment and Celebrities Entertainment will be showcasing properties such as Atari, Nintendo, LittleBigPlanet, Invizimals, EyePet, Assassin's Creed, Rabbids, Imagine, Tom Clancy's Splinter Cell and Petz.
2K Games, Activision, Capcom, Gameloft, Glu, Konami, Mindscape, Sega and Sony are among those interactive firms registered to attend the show.
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