The toys-to-life market just got a little more crowded, thanks to the introduction of  the long-anticipated creative-play product from the Danish toyco that combines physical bricks with an interactive video game.

The Lego Group, Warner Bros. Interactive Entertainment and TT Games are launching Lego Dimensions on September 27 across Xbox One, Xbox 360, PlayStation 4, PlayStation 3 and the Wii U.

Tapping into the physical-digital play trend, Lego Dimensions lets players blend physical brick-building with an interactive video game that brings together universes such as DC Comics, The Lord of the Rings, The Lego Movie, The Wizard of Oz and Back to the Future.

The initial offering will come with the video game, a starter pack that includes the Lego Toy Pad (which lets players transport Lego minifigures and objects into the game), bricks to build the Lego Gateway, three Lego minifigures (Batman, Gandalf and Wyldstyle from The Lego Movie) and a Lego Batmobile.

In addition, Lego Dimensions will allow gamers to customize their experience with additional expansion packs. Slated for 2015 release, the initial add-on packs will be based on properties like Back to the Future, Lego Ninjago, DC Comics, The Lord of the Rings, The Lego Movie and The Wizard of Oz.

Additional packs to round out the 2015 assortment will be announced in the months leading to launch. Further expansion packs will be released regularly, following the launch of the game and into 2016.

It comes as the toys-to-life gaming category continues to take up more space in the toy aisle, helped along by the physical-digital likes of Activision’s Skylanders, Disney Infinity and Nintendo’s Amiibo characters.