LEGO partners with Amazon Alexa for new LEGO Duplo Stories initiative

LEGO has partnered with Amazon for a project to bring the toymaker’s building blocks to the retail giant’s interactive voice programme, Alexa.

Children will be able to communicate with Amazon’s Alexa through a storytelling programme as they play with their building blocks.

The products was launched in the UK and the US on Wednesday. It is part of LEGO CEO Niels B Christiansen’s efforts to keep LEGO relevant to a new generation of children.

The Amazon Alexa stories, aimed at children aged two to five who play with LEGO Duplo blocks, include The Plane Story and The Rabbit Story.

“Children don’t differentiate between physical and digital play,” said James Poulter, LEGO’s head of emerging platforms and partnerships.

“Voice services and the Smart Speakers they live on are changing the way we listen to our favourite audio content, shop for products and now how we play together. The new LEGO Duplo stories skill is one of the first Alexa skills to bring together physical play with interactive audio content, allowing pre-school kids and the adults in their lives to build stories and creations together.

“Voice is such a powerful tool for play as it is one of the most human ways of interacting. Long before we can type, read or control a device, we listen and speak.”

“Bringing audio into the equation, as with LEGO Duplo Stories, is just another way for children to augment and extend their play experience. For adults, however, we see this as a strong opportunity to provide fresh play starter inspiration, which we know they look for.

“Collaborating with Amazon for an Alexa skill is hence a direct response to the input we get from parents and we truly look forward to receiving their feedback on this new Alexa skill.”

About Robert Hutchins

Robert Hutchins is the editor of and ToyNews. Hutchins has worked his way up from Staff Writer to the position of Editor across the two titles, having spent almost eight years with both ToyNews and, and what now seems like a lifetime surrounded by toys. You can contact him by emailing or calling him on 0203 143 8780 You can even follow him on Twitter @RobGHutchins if ranting is your thing...

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