The agreement will bring LEGO-branded digital experiences, including a video zone, to Chinese children.

ASIA–In an effort to address parental concerns regarding safe online play, The LEGO Group and Tencent have partnered to provide Chinese children with safe digital LEGO experiences spanning digital content and digital platforms.

The partnership will see the development of a LEGO video zone for children on the Tencent video platform as well as the development, publication and operation of LEGO-branded games. It also includes the publication and operation of the online operation system for LEGO Boost, a building and coding set that lets children bring their LEGO creations to life; and the exploration to co-develop LEGO Life, a safe social network for children, in China.

“Our most important purpose is to inspire children and help them develop through play. Through our 85-year history we have always had children’s safety as our highest priority when developing LEGO products,” says Julia Goldin, chief marketing officer, The LEGO Group. “This heritage and approach is also reflected in our work to ensure safe digital LEGO experiences.”

Furthermore, the digital LEGO experience will comply with the LEGO Group Digital Child Safety Policy, which was developed with input from UNICEF and Tencent’s “Penguin Grow with You–Child Protection in Digital Age” framework and “Growth Guardian Platform.”

“A positive and healthy online experience for children is very important with more and more children connecting digitally,” says Thirty Sun, vice president, Tencent, and chief executive officer, Tencent Penguin Pictures. “Tencent is accountable for protecting the online experience of every child and we incorporate online child protection in all aspects of our business practices.”