Earlier this year, the LEGO Group announced a partnership with Chinese company Tencent as the Danish powerhouse aims to increase its sales in China. The first digital gaming experience to come out of this partnership is LEGO CUBE, a new sandbox mobile game. It was recently teased ahead of the announcement.
LEGO CUBE will have a focus on creativity, with “endless possibilities” for learning and exploring. Skills it promises to develop include 3D design, construction as well as building and coding.
“The LEGO Group has more than 20 years of experience in creating fun and creative games that extend and amplify LEGO play. We are excited to preview our first branded mobile game with Tencent Games in China,” said Sean McEvoy, Vice President of LEGO Games at the LEGO Group. “LEGO CUBE is a platform that will enable more children and adults to engage with the LEGO brand in China, empowering them to explore their imagination and creativity in a digital world.”
Child safety is emphasised in the announcement, with the LEGO Group and Tencent described as having a “mutual understanding of digital child safety”.
easures in place will include required registration, parental controls, age verification and an anti-addiction system.
“As a company with 86 years of history, the LEGO Group has always made safety its top priority, be that for our physical products or our digital experiences,” said Paul Huang, Senior Vice President of the LEGO Group and General Manager of LEGO China. “Children are our role models and our most important purpose is to inspire them and help them develop through play. This means taking our responsibility as a company very seriously, since children’s safety is and always will be our most important concern.”
This new game is expected to launch at the end of the year.