Back in January, the LEGO Group announced a partnership with China Media group Tencent, to increase awareness of the LEGO® brand in Chinese markets. This week the LEGO Video Zone has launched on Tencent Video to provide Chinese children with a fun and safe way to interact with LEGO content. This partnership will introduce official LEGO content including cartoons, mini-movies and build ideas tailored towards the Asian market. This follows the news that LEGO is a recognised trademark in China, which is hoped will combat the increasing number of clone brands coming out of China and the addition of a new Flagship LEGO Brand Retail Store opening in Shanghai.
LEGO Video Zone Goes Live On Tencent Video
The LEGO Group and Tencent officially launched LEGO® Video Zone on Tencent Video today with the advent of China Children’s Day. This is the first safe, fun and creative digital experience offered by the LEGO Group and Tencent for Chinese children since the two companies forged a strategic partnership in January this year.
The LEGO® Video Zone has gone live on the Tencent Video Children Channel and the “Little Penguin Paradise” APP, an application designed for kids by Tencent Video. Starting from today, children and their parents can watch more than 500 videos provided by the LEGO Group on the Tencent Video webpage, mobile application, TV platform and the “Little Penguin Paradise” APP. These videos will be placed under four sections on the platforms, including long-form cartoons, mini theater, fun build and toy universe, bringing creative, safe, educational and fun digital content.
Jacob Kragh, General Manager of LEGO China, said: “The LEGO Group considers children to be our role models. Our mission is to inspire children and help them develop through play. Through our 85-year history we have always had children’s safety as our highest priority when developing LEGO products. This heritage and approach is also reflected in our work to ensure safe digital and physical experiences for children.”
“We are very pleased to partner with Tencent to provide Chinese children with a special gift for Children’s Day, and that is the fun, creative and safe LEGO Video Zone,” added Kragh.
To ensure online safety, LEGO Video Zone has strict provisions on contents and advertising to ensure compliance with relevant regulations and internal guidelines. The video zone also eliminates unhealthy and improper content, creating a safe digital world for children.
Moreover, LEGO Video Zone does not carry scrolling comments, and all interactive messages in the comments section are displayed only after having been screened. This ensures that children are protected from improper language while watching videos and interacting with one another. The Little Penguin Paradise is a video platform of Tencent specially designed for children, providing cartoons, educational games, music and toys. It also has functions that enable parental supervision and a viewing length reminder.
With the rapid development and enormous popularity of mobile Internet and smart devices, growing numbers of Chinese adolescents are becoming Internet users. As of December 2017, there were 177 million Internet users under 19 years old in China, accounting for 22.9% of China’s 772 million total. There were about 25.48 million Internet users under the age of 10 at the end of last year, according to the 41st Statistical Report on Internet Development in China released by China Internet Network Information Center.
On January 15, 2018, based on a mutual understanding of digital child safety, the LEGO Group and Tencent announced a partnership to collaborate across a broad range of digital content and digital platforms to provide Chinese children with fun, creative and most importantly, safe digital LEGO experiences.