Danske LEGO har indgået en aftale med den kinesiske gigant Tencent om at udvikle spil til børn. Aftalen omfatter også en øget tilstedeværelse på sociale netværk.

Tencent er asiens mest værdifulde selskab og er vurderet til at være $537 mia. værd i dag. Tencent står bag kinas største sociale netværk og er også den absolut største spiller indenfor gaming på det asiatiske marked.

Lego said on Monday the partnership with Tencent, China’s biggest social network and gaming company, aimed to create a safe online environment covering content, platforms, and experiences tailored for Chinese children.

“What we are looking for now with Tencent is just to find more creative ways… (of) reaching children, and creating bespoke content with Tencent, in this case, video games,” Jacob Kragh, head of Lego in China, told Reuters on Monday at joint event with Tencent in Beijing.

The partnership includes developing a Lego video zone for children on the Tencent video platform, as well as developing and operating Lego branded licensed games, the toymaker said.

It also includes LEGO BOOST – a building and coding set that lets children turn their brick creations into moving objects – and will explore developing a joint social network for children in China.