The LEGO Group and Tencent have renewed their partnership and agreed to expand their deal across China.
Over the next two years, the two will deepen collaboration in areas including video, games and digital child safety.
“We are delighted to renew our strategic partnership with Tencent,” says Paul Huang, senior vice president, The LEGO Group and general manager, LEGO China. “In the past two years, we have worked closely with each other and achieved impressive results in video, game and digital child safety. 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.”
In addition to projects that have already been launched, the two will also work together on digital social community efforts including the development, publication and operation of a LEGO digital social networking service and product for children and teenagers in China. Development, publication and operation of software applications that support LEGO toy sets are also included in the extended partnership.
“Tencent has always been committed to safeguarding children’s digital safety and allowing them to have fun in the digital world,” says Steven Ma, senior vice president, Tencent. “Both Tencent and The LEGO Group will spare no effort to promote children’s development through innovation in technologies. 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.”