LEGO's Partnerhsip with Tencent Will Allow LEGO Licensed Games in China
Justin Lam — January 22, 2018 — Life-Stages
LEGO and Tencent have formed a partnership that allows the toy company to begin development of LEGO licensed games, videos and other content for the Chinese market. Tencent is currently a Chinese tech giant specializing in social networks, music, web portals, e-commerce, mobile games and multiplayer online games. This partnership may be the saving grace LEGO needs, as the Danish toy company has seen a slowdown of sales except in the Chinese market. This partnership seems to be LEGO's attempt to modernize its identity in the growing face of technological innovations.
This partnership with Tencent will allow LEGO to create child-focused games using Tencent's social media platform. One of the announced plans will have LEGO creating a dedicated area for children to watch LEGO videos on Tencent's platform. Tencent's social media platform seems to be LEGO's focus at this point, with multiple LEGO licensed games planned for the platform and aimed towards children.
This partnership between LEGO and Tencent could see a huge spike in LEGO sales in the emerging Chinese market and shows the power of the Chinese consumer market.
This partnership with Tencent will allow LEGO to create child-focused games using Tencent's social media platform. One of the announced plans will have LEGO creating a dedicated area for children to watch LEGO videos on Tencent's platform. Tencent's social media platform seems to be LEGO's focus at this point, with multiple LEGO licensed games planned for the platform and aimed towards children.
This partnership between LEGO and Tencent could see a huge spike in LEGO sales in the emerging Chinese market and shows the power of the Chinese consumer market.
Trend Themes
1. LEGO Licensed Games - The partnership with Tencent gives LEGO the opportunity to develop licensed games for the Chinese market, tapping into the growing demand for interactive entertainment.
2. Child-focused Gaming - LEGO's collaboration with Tencent allows the toy company to create games specifically targeted at children, capitalizing on the popularity of gaming among young consumers.
3. Technological Innovation in Toy Industry - LEGO's partnership with Tencent exemplifies the need for toy companies to embrace technological advancements and adapt their offerings to stay relevant in a changing marketplace.
Industry Implications
1. Toy Manufacturing - LEGO's partnership with Tencent opens up new opportunities for the toy manufacturing industry to explore collaborations with technology companies and develop interactive toys.
2. Gaming Industry - The collaboration between LEGO and Tencent signals potential growth in the gaming industry, particularly in the market for child-focused games.
3. Digital Media Platforms - Tencent's social media platform serves as a strategic avenue for digital media companies to partner with toy brands and create engaging content for younger audiences.
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