The Denmark-born toy company LEGO Group has entered into a global partnership with Universal Music Group (UMG).
The deal is based around the development of a new suite of LEGO products launching in 2021.
“Harnessing immersive, interactive play and safe social experiences, the partnership aims to inspire and support creative development,” states a press release announcing the deal.
It adds: “This collaboration will deliver exciting opportunities for children to connect and creatively express themselves, and their love of music.”
“Through the partnership between the LEGO Group and UMG, we will provide a new interactive way of inspiring the next generation of fans and creative visionaries.”
Olivier Robert-Murphy, Universal Music Group
Olivier Robert-Murphy, Global Head of New Business, Universal Music Group comments: “Music plays an integral part in every child’s life from the moment they are born and throughout their development.
“Across the decades, children have continued to explore this passion via vinyl, radio, cassette, music videos, CD’s and streaming.
“Now through the partnership between the LEGO Group and UMG, we will provide a new interactive way of inspiring the next generation of fans and creative visionaries.”
“This partnership will see us celebrate the power of merging music and the LEGO System in Play, providing children with a whole new way to creatively express themselves by bringing to life music in their own world, their own way.”
Julia Goldin, LEGO Group
LEGO Group CMO, Julia Goldin, added: “We know music is a huge passion for so many children, it has an incredible ability to engage and unite children and their families, just like the LEGO brick.
“This partnership will see us celebrate the power of merging music and the LEGO System in Play, providing children with a whole new way to creatively express themselves by bringing to life music in their own world, their own way.”Music Business Worldwide
