Lego and Tencent have formed a wide-ranging digital partnership to develop games, online videos and a social media network for children in China, as the Danish toymaker seeks to restart its stuttering growth trajectory.
The world’s second-largest toymaker and Asia’s biggest technology group will launch their first joint digital initiatives later this year and one of them is likely to be an online game designed especially for China.
Lego has sometimes struggled with its digital projects but China has been a rare unalloyed bright spot for the toymaker after more than a decade of stellar sales growth came to a halt last year.
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