LEGO and Universal Music Group have partnered on new products to inspire creative play in children.
The collection combines music with the LEGO system in play to create activities that harness immersive interactive play to support creative development. Products from the line will make their retail debut in 2021.
“Music plays an integral part in every child’s life from the moment they are born and throughout their development,” says Olivier Robert-Murphy, global head of new business, Universal Music Group. “Across the decades, children have continued to explore this passion via vinyl, radio, cassette, music videos, CDs and streaming. Now through the partnership between the LEGO Group and UMG, we will provide a new interactive way of inspiring the next generation of fans and creative visionaries.”
The partnership follows the recent announcement that Universal had inked a deal to create theatrical releases based on LEGO’s existing intellectual property. According to The Hollywood Reporter, Jill Wilfert, head of entertainment, LEGO and Dan Lin, founder and chief executive officer, Rideback film studio, will serve as producers on future films developed from the deal.
“We know music is a huge passion for so many children, it has an incredible ability to engage and unite children and their families, just like the LEGO brick,” adds Julia Goldin, chief marketing officer, LEGO Group “This partnership will see us celebrate the power of merging music and the LEGO System in Play, providing children with a whole new way to creatively express themselves by bringing to life music in their own world, their own way.”