In celebration of China’s upcoming Children’s Day on June 1, Chinese internet giant Tencent has launched a LEGO Video Zone for its Tencent Video webpage, mobile app, TV platform and Little Penguin Paradise kids app.
More than 500 videos curated by The LEGO Group and Tencent are now available on the platform divided into four categories—long-form cartoons, mini theater, fun build and toy universe. In compliance with relevant online safety regulations and internal guidelines, scrolling comments are banned from the site, and all interactive messages in the platform’s comments section are displayed only after being screened by moderators.
The product launch is part of Tencent’s recently announced digital partnership with Danish brickmaker The LEGO Group that aims to boost digital safety awareness among children and parents in China. Other efforts of the partnership will see the companies develop new LEGO-branded licensed games and localize LEGO’s popular Boost coding set for the region.
The partnership complies with The LEGO Group’s Digital Child Safety Policy, which launched in 2016 as part of the company’s global partnership with UNICEF. In China, the policy is being developed with input from UNICEF and Tencent’s “Penguin Grow with You – Child Protection in the Digital Age” framework and “Growth Guardian Platform.”
LEGO Video Zone’s arrival comes as mobile internet and smart device usage by young people in China continues to skyrocket. As of last December, 177 million internet users in China were under 19 years old, and about 25 million were under the age of 10, according to China Internet Network Information Center’s 41st Statistical Report on Internet Development in China.
Tencent’s LEGO ventures also follow the tech company’s recent deal with US-based Age of Learning to launch a new ABCmouse English-learning program in China.