The LEGO Group and Tencent have announced that they will continue to partner on digital play experiences for Chinese children.
A new memorandum of understanding (MoU) has been signed that will see the LEGO Group continue to work with Tencent in China. The two companies have been working on video, game and digital child safety online. Going forward, they will explore opportunities to collaborate in areas of digital social community, intellectual property and corporate social responsibility.
“We are delighted to renew our strategic partnership with Tencent. In the past two years, we have worked closely with each other and achieved impressive results in video, game and digital child safety,” says Paul Huang, Senior Vice President of the LEGO Group and General Manager of LEGO China. What’s more important is that they have been welcomed by Chinese children and families. Through the extended partnership, we will be able to offer more creative and safe digital play experiences for children in the country.”
“Tencent has always been committed to safeguarding children’s digital safety and allowing them to have fun in the digital world. Both Tencent and The LEGO Group will spare no effort to promote children’s development through innovation in technologies,” says Steven Ma, Senior Vice President of Tencent. “With the renewal of our partnership, we will continue to enhance children’s digital safety while creating more quality digital play content for children, so as to stimulate their interests in and imagination for technology.”
The two companies have been collaborating since January 2018. One of the big new projects they will work on is the development, publication and operation of a LEGO digital social networking service and product for children and teenagers in China. It will follow the design principles of the LEGO Life app.
Tencent Video features the LEGO Video Zone, which has had over 2.1 billion views to date. The service features strict restrictions on content and advertising to children.
The LEGO Group has been seeking to build a stronger brand in China, with specific products targeted at that audience, such as 80104 Lion Dance and 80105 Chinese New Year Temple Fair. LEGO 40355 Year of the Rat is currently available for free with orders totalling £80 or more at LEGO.com.