Lego plans video games and social network for Chinese children

17 January, 2018, 19:03 | Author: Cecil Buchanan
  • Lego plans video games and social network for Chinese children

Designed to comply with the LEGO Group Digital Child Safety Policy, developed with input from UNICEF and Tencent's "Penguin Grow with You - Child Protection in Digital Age" framework and "Growth Guardian Platform", the partnership aims at creating a safe online eco-system covering platforms, contents and experiences tailored for Chinese children.

Privately-owned Lego has seen a slowdown in sales growth in recent years, but the Chinese market has been a bright spot with sales growing 25-30 percent in 2016.

The collaboration includes establishing a "Lego video zone" for children on Tencent's video streaming platform, as well as developing and operating Lego branded licensed games.

LEGO have announced that they've signed up with Tencent to produce games and maybe even a social network for their toys in China. Tencent offers the Danish company considerable financial muscle as well as technology, with a market capitalisation of $537bn.

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On top of that, the pair want to bring Lego Boost - an educational building and coding set - to the region, and are also exploring the idea of co-creating a safe social network for kids called 'Lego Life'.

PLAY WELL: Children engaging with Lego, which provides the possibility of endless combinations and a myriad designs.

The two parties announced that they have inked a joint deal to release online games, videos and other content for children in China, with the first venture from the two slated to be released later this year.

The partnership for Lego could be especially lucrative in gaming, as its new partner is China's second-largest game developer in terms of retail value, according to market research firm Euromonitor International. The City of Tel-Aviv plans to break the Guinness World Record of the tallest structure built with interlocking plastic bricks.


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