Better known for their range of plastic bricks, and computer games, and theme parks, Lego have created a chocolate version of their plastic bricks.
"They don't come in all the shapes and sizes of the plastic bricks," said Julie Poe, who created the confectionery. "However, they do come in enough shapes and sizes to build some interesting constructions."
At the moment, the chocolate Lego is sold in boxes, but moves are afoot to release smaller packs of chocolate bricks containing just a few bricks that are capable of building a small boat or bulldozer. The bricks come in three colours, white, light brown and dark brown. There is no intention to produce other colours.
"Kids love the boxes of chocolate Lego," said Poe. "They build something and then eat it. Finally, parents no longer say 'Don't play with your food' and instead say 'why aren't you playing with your food?'."
The only downside to the bricks is that they do have a tendency to melt if held.
"We were going to add a special sugar coating to stop them melting," said Poe, "but it turns out that people want the chocolate to be able to melt. It allows them to make for more interesting buildings."
A new display is going to be put on show at Legoland Windsor to showcase some of the amazing construction work that has been created using chocolate Lego once they have figured out how to stop the chocolate melting or being licked or eaten by the visitors.
"We've got a trifle tower, a chocolate Trevi fountain, a great white chocolate shark and a Ferrari Tastyrossa," said Poe. "They're very good. The last thing we want is people licking them though."