LEGO continues to expand in the China region as financial performance decline in the other regions. They have recently reached an agreement with Tencent earlier this year and they will continue to work together to have a wide range of digital content provided to children. These videos would probably help attract children to LEGO toy products in China.
Below is part of the press release. Full press release can be found on the official LEGO site.
The LEGO Group and Tencent officially launched LEGO® Video Zone on Tencent Video today with the advent of China Children’s Day. This is the first safe, fun and creative digital experience offered by the LEGO Group and Tencent for Chinese children since the two companies forged a strategic partnership in January this year.
The LEGO® Video Zone has gone live on the Tencent Video Children Channel and the “Little Penguin Paradise” APP, an application designed for kids by Tencent Video. Starting from today, children and their parents can watch more than 500 videos provided by the LEGO Group on the Tencent Video webpage, mobile application, TV platform and the “Little Penguin Paradise” APP. These videos will be placed under four sections on the platforms, including long-form cartoons, mini theater, fun build and toy universe, bringing creative, safe, educational and fun digital content.
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 experiences for children.”