The manufacturer of Lego constructors has teamed up with Tencent Corporation. The companies intend to cooperate in creating online games and social media for young Chinese citizens.
The partnership with Tencent aims to create a section with safe content for Chinese children on the Chinese company’s online platform. Tencent will also help Lego in the development and publication of video games in China.
A few years ago, the growth of Lego sales began to slow down, but in the Chinese market only in 2016 sales increased by 25-30%. Today, China accounts for 3% of all sales of the Danish company.
Last year, Barbie doll manufacturer Mattel signed a contract with the Chinese corporation Alibaba Group and the developer of online content BabyTree to sell educational games in China.
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