Preparing for next year’s launch of its Lego-based virtual world, Lego Universe, Denmark-based toymaker Lego Group plans to implement as a pay-as-you-go subscription service at a “competitive price” for the PC MMO, reports Reuters.

Co-developed by Denver-based studio NetDevil, Lego Universe will allow users to become “digital builders,” presumably with Lego bricks. Lego plans to sell the virtual bricks in exchange in exchange for coins which players earn in-game.

“The more a child plays, they collect more coins and more bricks,” said Lego Group director of business and development Mark William Hansen. “The more you play, the more you get to build things.”

Through Lego Universe, Lego Factory, other Lego-based video games, the company believes it can reach even more people than the 400 million who play with Lego Bricks every year.

Lego Universe will also have a physical component, as users will be able to order physical versions of their online creations -- which can be put together with potentially 6,000 types of bricks, many no longer being produced in Lego factories -- to have the delivered to their door.