LEGO and Tencent Collaborate to Jointly Develop Smart Toys and Games

Lego, the Danish toy giant, has announced a strategic partnership with Tencent, one of China’s leading internet companies. The collaboration aims to develop digital games, video content, and social platforms tailored for Chinese children, including smart toys that blend physical play with interactive technology. This move marks a significant step in Lego's efforts to expand its digital footprint in the world's largest gaming and tech market. Under the agreement, both companies will jointly distribute and manage Lego’s smart toys in China, offering localized operating systems and innovative, high-engagement products designed for young users. The partnership leverages Lego’s creative strengths in content development and Tencent’s vast distribution network, ensuring a seamless and secure digital experience for kids. Jacob Kragh, General Manager of Lego China, emphasized the importance of this collaboration: “We’re seeing more and more Chinese children engage with the world through digital channels. This partnership will bring them safe, imaginative, and high-quality Lego content.” The deal is part of Lego’s broader strategy to adapt to evolving consumer habits and maintain its relevance in a rapidly changing market. Tencent, based in Shenzhen, is a major player in China’s digital ecosystem, known for its WeChat platform, online payment services, and successful game operations. By teaming up with such a powerful company, Lego is positioning itself to better connect with Chinese consumers, especially the younger generation who are increasingly tech-savvy. This partnership also aligns with Lego’s ongoing business transformation, which included a round of layoffs last year. Despite these changes, the company continues to innovate beyond traditional brick-based toys, expanding into movies, digital experiences, and interactive play. In 2023, Lego’s sales in China grew by double digits, highlighting the country’s growing importance as a market. With this new alliance, Lego is not only strengthening its presence in one of the fastest-growing markets globally but also reinforcing its vision of blending creativity with technology to inspire future generations.

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