LEGO Group Forges Digital Pact with China’s Tencent

The LEGO Group has entered into a new partnership with Tencent that will bring digital LEGO experiences to Chinese children.

The two companies are collaborating across a variety of digital content and platforms to provide kids in China with fun, creative and safe digital LEGO experiences. The pact includes the development of a LEGO video zone for youngsters on the Tencent platform, as well as the development, publication and operation of LEGO-branded licensed games.

It also includes the publication and operation of the online operation system for LEGO Boost—a building and coding set—and the exploration to co-develop LEGO Life, a safe social network for children, in China.

Julia Goldin, chief marketing officer of The LEGO Group, commented: “Our most important purpose is to inspire children and help them develop through play. Through our 85-year history we have always had children’s safety as our highest priority when developing LEGO products. This heritage and approach is also reflected in our work to ensure safe digital LEGO experiences.”

Thirty Sun, the VP of Tencent and CEO of Tencent Penguin Pictures, stated: “A positive and healthy online experience for children is very important with more and more children connecting digitally. Tencent is accountable for protecting the online experience of every child, and we incorporate online child protection in all aspects of our business practices.”

Jacob Kragh, the general manager of LEGO China, noted: “We are very pleased to form the partnership with Tencent. 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.”

Anna Gao, the VP of Tencent Games, said: “Faced with the tendency of lower age in internet users, the cooperation between The LEGO Group and Tencent can leverage technological and innovative means to build a healthy online environment for children.”

Kragh added: “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.”