Danish toymaker Lego has launched a wide-ranging digital partnership with Chinese tech giant Tencent to develop games, online videos and a social network for children in China, the Financial Times reports.
The move aims to allow Lego to kick-start a fresh wave of strong growth after a more challenging 2017. The company has sometimes struggled with digital products, but China was one of its strongest markets in recent times.
Lego got rid of its chief executive after only a few months in the job last year, and brought in a younger leader that has a reputation for focusing on digital. Under the partnership, Lego’s games will be developed, published and operated via Tencent’s gaming platforms in China.