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After Lego closed down their publishing subsidiary, they moved on to a partnership with Traveller's Tales, and went on to make games like Lego Star Wars, Lego Indiana Jones, Lego Batman, and many more including the very well-received Lego Marvel Super Heroes game, featuring New York City as the overworld and including Marvel characters from the Avengers, the Fantastic Four, the X-Men, and more. More recently, Lego has created a game based on The Lego Movie, due to its popularity.
After World City's discontinuation in 2004, it was replaced with City as System's primary town-life related theme in 2005. However, unlike its predecessor, it was not limited to sets involving rescue services like Police, Fire or Coast Guard, but also introduced the first new construction site related sets since the discontinuation of City Center in 2000. In 2006, the first new airport set that included the first jetway since 6597 Century Skyway (1994) was released, as well as the first new hospital since 6380 Emergency Treatment Center from 1987. These releases expanded City to a scope only comparable to the original Town theme, and in 2009 it even went slightly beyond that, by introducing the first farm-related System sets. Also, in that year, City followed this route to release more truly civilian town life sets such as 7641 City Corner and 7639 Camper. In 2010 City released more civilian sets including 8403 Family House and 8404 Public Transport. In 2011 City re-introduced the Space sub-theme along with some new Harbour sets. In the first wave of 2012, City had forest police and fire sets as well as some more commercial/civilian sets. The second wave of 2012 featured the introduction of the Mining theme and respective sets, as well as a hospital. In the winter of 2013, Police and Fire sets were once again focused on but, contrary to those released in the previous year, were set in the city. In the summer of 2013, the Coast Guard and Cargo subthemes were brought back.
Since around 2000, the Lego Group has been promoting "Lego Serious Play", a form of business consultancy fostering creative thinking, in which team members build metaphors of their organizational identities and experiences using Lego bricks. Participants work through imaginary scenarios using visual three-dimensional Lego constructions, imaginatively exploring possibilities in a serious form of play.