We talk about Lego a lot here on Geek because whether you’re young or old, geek or jock, Lego is awesome. And with that universally agreed upon awesomeness, Lego has built a toy empire brick by brick while making its creator’s heirs the richest people in Denmark. However, if these latest rumors are true, Lego’s billions could just be beginning. Apparently, Lego is working on a toys-to-life video game to release later this year.

If you don’t know, “toys-to-life” refers to the relatively recent new video game genre where players scan physical objects, typically toys, to affect the game world. The trend began back in 2011 with the first Skylanders game and continued with products like Disney Infinity and Nintendo’s Amiibo figurines. This Lego rumor is scant on info, but we can assume the theoretical game would use the same near field communication technology featured in the scanning portals, as well as the Wii U gamepad, that detects figures in similar games.

Aside from the lucrative Holiday 2015 release date and unsurprising detail that the Lego game masterminds at TT Games are working on the project, we pretty much know nothing about the game. So let’s speculate.

Will the game be set in a generic Lego universe like Lego City Undercover or will it leverage the massively popularly franchises featured in previous Lego games like Marvel, The Simpsons, and the upcoming Jurassic World? How will the figures work exactly? There has to be some kind of building component since we’re talking about Lego here, but will the game be able to somehow recognize players’ custom creations? Maybe all the construction will be done virtually like Minecraft and players buy figures and sets to unlock new pieces?

Beyond just blurring the line between physical toys and digital games, toys-to-life games have been cleaning up all over the industry as far as cash goes. In early 2014, Skylanders hit $2 billion in total revenue, making it arguably more important to its publisher Activision than the colossal Call of Duty franchise. Meanwhile, although Nintendo is still hurting due to poor Wii U sales, the console’s lack of market penetration hasn’t stopped consumers from gobbling up over 3.5 million Amiibo figurines since they launched last November, lifting the company back into profitability. If there can be an entire shady secondhand economy desperate for figures of Nintendo characters no one cares about like Wii Fit Trainer, imagine what wildly popular Lego minifigures could do in the same space.

With the Lego toys-to-life game allegedly out later this year, this June’s E3 seems like as good a place as any to roll out the new initiative. If it’s anything like its competitors, this won’t just be a game, it will be an ongoing platform, and a very profitable one.