Global leading toy maker the Lego Group and Tencent renewed their memorandum of understanding to further strengthen and expand their partnership in offering more creative and safe digital play experiences for children in China on Jan 15.
In the next two years, the two parties will deepen collaboration in areas including video, game and digital child safety, and explore opportunities to collaborate in areas of digital social community, intellectual property and corporate social responsibility.
Under the new agreement, the two companies will work together to create digital Lego contents, aimed at enriching children's digital play experiences and protecting their safety in the digital world.
In addition to projects that have already been launched, the two parties will collaborate in the area of digital social community including the development, publication and operation of a Lego digital social networking service and product for children and teenagers in China based on the design philosophy of Lego Life. Development, publication and operation of software applications that support Lego toy sets are also included in the extended partnership.
Paul Huang, senior vice-president of the Lego Group and general manager of Lego China, said: "In the past two years, we have worked closely with each other and achieved impressive results in video, game and digital child safety, which have been welcomed by Chinese children and families."
Steven Ma, senior vice-president of Tencent, said: "Tencent and the Lego group will spare no effort to promote children's development through innovation in technologies."
Source: China Daily
