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LEGO and Tencent Collaborate to Jointly Develop Smart Toys and Games
Lego, the Danish toy giant, is partnering with Tencent, one of China’s leading internet companies, to create a range of digital experiences tailored for Chinese children. This collaboration includes developing electronic games, video content, and social platforms, as well as smart toys that blend physical play with digital interactivity.
Under the agreement, both companies will co-distribute and manage Lego’s smart toys in China, offering localized software solutions and innovative, engaging play products designed for young users. The partnership aims to bring more immersive and creative experiences to children, combining Lego’s expertise in content creation with Tencent’s strong distribution network.
Jacob Kragh, General Manager of Lego China, emphasized the importance of this move: “More and more Chinese kids are connecting with the world through digital channels. This partnership ensures they get safe, imaginative, and high-quality Lego content.â€
Tencent, based in Shenzhen, is a major player in China’s tech industry, known for its WeChat platform, online payments, and gaming operations. Its vast user base and digital infrastructure make it an ideal partner for Lego as it expands its digital footprint in the region.
This collaboration is part of Lego’s broader strategy to evolve beyond traditional brick-based toys. Over the years, Lego has successfully rebranded itself, introducing movies, apps, and digital experiences that appeal to a new generation of tech-savvy children. Last year, Lego reported record sales, and the company is now looking for fresh ways to connect with even more kids in China.
China has become one of Lego’s most promising markets, with annual sales growing by double digits in recent years. By teaming up with Tencent, Lego is not only strengthening its presence in one of the world’s largest and fastest-growing markets but also ensuring it remains relevant in the digital age.