Published: Wed, January 17, 2018
Culture&Arts | By Laurence Reese

Lego partners with Tencent on online games for Chinese kids

Lego partners with Tencent on online games for Chinese kids

Lego has teamed up with Chinese internet giant to create branded video games and potentially a new social network aimed at children, the two companies announced Monday.

According to Reuters, the privately owned company's sales have struggled worldwide in recent years, but in China, Lego has found a market hungry for the building toy amid sales growth of 25-30% in 2016.

"We've seen more and more Chinese children engage with the world digitally, and the partnership will bring them safe and imaginative digital Lego content that also supports their needs of learning, development and entertainment".

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The scope of the partnership includes the development of a Lego video zone for children on the Tencent video platform; and development, publication and operation of Lego-branded licensed games.

Jacob Kragh continued: "Finally, through the partnership, the LEGO Group and Tencent will explore further initiatives to ensure digital safety management in each company, share best practices in child online protection and drive online literacy promotion". Tencent offers the Danish company considerable financial muscle as well as technology, with a market capitalisation of $537bn.

Tencent will also work on developing Lego Boost - a set of toys where creations can be coded and animated digitally.

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

The Danish toymaker will also publish and operate Lego Boost, a simple, programmable, and connected robotics kit released in June past year. Last year, Mattel, the maker of Barbie, announced a deal to marketplace website Tmall. 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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