Building a Lego toy and sharing one's creation with other children at a kid-safe online community is what "Lego Life", a social network for children aged under 13, expects to offer by working with Tencent to boost its digital footprint in China where its brick-and-mortar stores are thriving.
Lego Life was first launched by Lego Group in January 2017.
It is part of the announcement made on Jan 15, 2020 by toymaker Lego Group and online giant Tencent to renew their agreement to further strengthen and expand their partnership, to offer more creative and safe digital play experiences to children in China, according to Lego China.
In the next two years, the two parties will deepen collaboration in areas including video, games and digital child safety. They will explore opportunities to collaborate in the areas of digital social community, intellectual property and corporate social responsibility.
In addition to projects that have already been launched, the two will collaborate in the area of digital social community, including the development, publication and operation of a Lego digital social networking service and products 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.
"In the past two years, we have worked closely with each other and achieved impressive results in video, game and digital child safety that have been welcomed by Chinese children and families," said Paul Huang, senior vice-president of the Lego Group and general manager of Lego China.
Source: China Daily
