Lego Teams Up With Chinese Internet Giant Tencent


When I was a kid, I have a lot of toys including a Barbie doll, a play house, clays and the most-loved Lego. Lego was famous back then to kids, like me, because it gives you the experience to be crafty and artistic.

You can make a house, a dog, a fence, a car, a building and anything under the sun out of those bricks. But for some time now, I’ve seen a lot of kids ages 3 and up, haven’t experienced this because most of their time are in mobile phones, computers and tablets. Because technology is far more important than the experience itself, kids are more focused on the newest gadgets every year.

For some time now, Lego has its downward due to its unstable profit. With the help of a Chinese investor, The Tencent, the Lego Company teamed up with this Chinese internet giant to develop online games and maybe even a social media focused only for Chinese children.

Lego said on Monday the partnership with Tencent, Chinese largest company aiming for giving kids a safe online environment with a good and knowledgeable platforms and agendas.

“What are we looking for now with Tencent is just to find more creative ways of reaching children, creating bespoke content with Tencent, in this case, video games,” Jacob Kragh, the head of Lego in China, said in a joint event with Tencent in Beijing.

This partnership includes developing a Lego video zone for kids on the Tencent video platform and also developing and operating some Lego branded licensed games.

There’s also this Lego Boost, a coding set that lets children turn bricks into moving objects. And they will also develop a friendly social media environment for Chinese children.

Thanks to this big change, kids nowadays will know and have the knowledge of how the games were and what are the toys some of their parents are dying to have back then. History might repeat itself but with just a little bit of change.