Lego lovers can build with virtual colour blocks on Google's Chrome web browser and post them in online world maps.
"There's something pretty amazing about being able to piece together your ideas with just a collection of colourful bricks," Google product marketing manager Adrian Soghoian said.
"Well, we think the creative freedom of Lego bricks shouldn't be limited to plastic bins, which is the idea behind Build with Chrome."
The browser application was built as an experiment by a team in Australia, but was opened on Tuesday in an apparent tie-in to The Lego Movie due out next month.
"More than one million builders have explored the new world of Lego creations Down Under [Australia] and published 66,000 builds, demonstrating the possibilities of the web as a creative canvas," Google said.
Versions of the Build with Chrome application also have been tailored for Android-powered touch-screen smartphones or tablets with high-end graphics capabilities, according to Soghoian.