LEGO has partnered with China’s Tencent in a deal to offer videos for the Chinese market, the latest effort by the Danish toy maker to secure presence in the territory.
On Friday, May 25, LEGO launched more than 500 videos on the Hong Kong-based Tencent’s web page, mobile apps and TV platforms, the toymaker said in a statement.
The statement detailed that an estimated 177 million kids under the age of 19 now use the internet in China. This is the first safe and creative digital experience offered by the LEGO Group and Tencent for Chinese children since the two forged a partnership in January this year.
Jacob Kragh, general manager of LEGO China, said: “The LEGO Group considers children to be our role models. Our mission 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. This heritage and approach is also reflected in our work to ensure safe digital and physical experience for children.”
To ensure online safety, LEGO Video Zone has strict provisions on content and advertising to ensure compliance with relevant regulations and internal guidelines.
On January 15, 2018, based on a mutual understanding of digital child safety, the LEGO Group and Tencent announced a partnership to collaborate across a broad range of digital content and digital platforms to provide Chinese children with fun, creative and most importantly, safe digital LEGO experiences.