“We have seen more and more Chinese children interact with the world digitally, and the partnership will bring them safe and imaginative digital Lego content.”
Lego seems to be looking for new business models and new collaborations due to a decline in market share. It recorded its first drop in revenue in ten years last September. As sales plummeted in the United States and Europe, Lego cut 1,400 jobs across its global empire. China is a recent market for the toymaker. He opened the world’s largest Lego store in Shanghai in May 2016 and has seen good growth in the country since then. The new partnership with Tencent will open the doors for Lego to enter the highly lucrative Chinese digital games market. “We have seen more and more Chinese children interact with the world digitally, and the partnership will bring them safe and imaginative Lego digital content,” Jacob Kragh, general manager of Lego China, said in a statement.
Lego pushes online safety message
Lego’s press release regarding the announcement emphasized safe digital play. Julia Goldin, LEGO Group Chief Marketing Officer, described the agreement saying, “Our most important goal is to inspire children and help them develop through play. In our 85-year history , we have always made child safety our top priority when developing LEGO products. This heritage and approach is also reflected in our work to ensure safe digital LEGO experiences.
China is known for its children who access the internet and other digital spaces from an early age. Lego recognizes that these first forays into digital worlds must be safe, educational and fun. Anna Gao, Vice President of Tencent Games, said, “Facing the trend towards a younger age of Internet users, the cooperation between the LEGO Group and Tencent can take advantage of technological and innovative ways to create a healthy online environment for people. children.