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The Sports Illustrated Swimsuit Issue is one of the most anticipated magazines in the publishing year, but the Sports Illustrated Group, a subsidiary of Time Inc., was looking for more than just fleeting newsstand sales. So over the next few years, the magazine plans to turn the issue into a saleable asset.

At January’s Consumer Electronics Show in Las Vegas, LEGO unveiled the LEGO Universe Massively Multiplayer Online Game (MMOG), which is expected to bring the brand to life for thousands of online players all over the globe when it is launched later this year. The toy brand’s goal is to put the focus on building and creativity, this time by bringing the LEGO brick online.

American Express has added Twitter and Facebook to its Mercedes-Benz Fashion Week sponsorship. The multimedia activation kicked off in New York City last week and runs through Feb. 18.

In anticipation of the World Cup soccer championships this summer, Coca-Cola has revived its FIFA World Cup Trophy Tour, which is visiting 85 countries and concludes with festivities in South Africa where the 2010 tournament will be held in June. The tour gives fans around the world a chance to get up-close-and-personal with the tournament’s solid gold trophy as well as engage with the brand via a variety of celebration-themed activities.

On Feb. 21, loyal Bakugan fans will get a chance to compete in the game’s Baku-Con U.S. Championship tournament in New York City’s Roseland Ballroom. The championship is the culminating event of its 2010 national tour, which started hitting convention centers last month. Bakugan is an action strategy game that’s gaining the kind of popularity Pokémon enjoyed a few years ago. In the game, Bakugan spheres function like marbles, but once they hit their target they transform into monster-like characters.