Tencent and Denmark's Lego Group yesterday announced a strategic partnership that aims to create an online digital ecosystem for children in China.
The collaboration includes developing a Lego video zone for children on the Tencent video platform as well as developing and operating Lego-branded video games.
"At present, about a third of current Internet users around the world are youngsters under 18, and in China minors account for 22.5 percent of all Internet users," said Sun Zhonghuai, vice president of Tencent and chief executive officer of Tencent Penguin Pictures.
"The Internet is having an increasingly great influence on the growth of the young generation, which makes it important to set up a healthy online digital ecosystem for children," he added.
The two companies also plan to launch Lego Boost, an online coding platform.
They will improve online safety by creating Lego Life, a social network for kids to share their Lego creations in a protected environment.