Lego Builds Partnership With Tencent

The Lego Group and Tencent Holdings Ltd. are stressing that the games, toys and cartoons they are jointly developing for Chinese children will be safe and wholesome. Above, a girl plays with Lego blocks in a Beijing store on Saturday. Photo: Visual China

Danish toy-maker The Lego Group is partnering with Chinese internet giant Tencent Holdings Ltd. to develop games, cartoons and toys for kids in China.

“The partnership aims at creating a safe online eco-system covering platforms, contents and experiences tailored for Chinese children,” Lego said in a statement Monday.

The partnership for Lego could be especially lucrative in gaming, as its new partner is China’s second-largest game developer in terms of retail value, according to market research firm Euromonitor International.

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