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Consumer Products

LEGO expands its partnership with Tencent

The companies have renewed their agreement for two more years, and will explore new digital social community and IP opportunities.
January 16, 2020

Danish brickmaker LEGO and Chinese media giant Tencent have renewed their memorandum of understanding for another two years to expand on a strategic partnership that focuses on digital play experiences for Chinese kids.

The two companies first signed an agreement in 2018 to create a number of new interactive kids experiences, including a localized version of coding property LEGO Boost and the co-development of social network LEGO Life for the region. LEGO also launched a branded zone in Tencent’s online video streaming platform (pictured).

Expanding on this partnership, the two companies will explore new opportunities to collaborate on digital social community, intellectual property and corporate social responsibility. They will also keep working on video, games and digital child safety together.

Since the partnership first launched the LEGO video zone has garnered more than 2.1 billion views so far. The area contains strict standards for content and advertising and has become one of the top-10 most viewed toy-branded video zones on Tencent last year. Recently, Tencent Games started beta-testing a new sandbox game called LEGO Cube that features mini figures and bricks in an open-ended design, construction, building and coding platform.

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About The Author
Alexandra Whyte is Kidscreen's News & Social Media Editor. Contact her at awhyte@brunico.com

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