According to foreign media reports, toy maker Lego is working with Chinese Internet company Tencent to develop video games, videos and social networks for Chinese children, including smart toys.
Under the agreement, both parties will issue and operate LEGO smart toys in China, providing localized operating systems, as well as high-tech, highly interactive and highly engaged children's play products.
The private company in Copenhagen, Denmark, said on Monday that the deal would combine LEGO's ability to create content with Tencent's distribution capabilities. Jacob Kragh, general manager of LEGO China, said: “We are seeing more and more Chinese children coming into contact with the world through digital means. This partnership will bring them safe and imaginative LEGO content.
For LEGO, the move was part of a business restructuring that began last year when it announced 1,400 layoffs, or 8% of the total workforce. Lego has already surpassed the stereotypes of people for many years, thinking that Lego is only producing traditional plastic building blocks, and now Lego is also supporting movies and digital products. Lego reached its peak last year and the company is looking for new ways to reach children in more countries. China is one of the highlights of LEGO in recent years. Lego's annual sales in China have increased by double digits, and cooperation with Tencent will strengthen its influence in one of the world's largest and fastest growing markets.
Source: World Wide Web
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