(MENAFN- Asia Times) Danish Lego-brand toys manufacturer, The Lego Group, has built up a strategic partnership with Chinese Internet giant Tencent to cooperate in areas of content, games and social networking, reported.
Sun Zhonghuai, vice president of Tencent, said Internet users around the world are developing content toward a younger age, while in China, users under the age of 18 account for only 22.5%.
Thus, the two companies aim to provide Chinese children with interesting and positive digital content, to support their study and development.
For example, they are considering setting up a Lego video zone for children on the Tencent video platform.
The cooperation indicates that Lego is accelerating its digital development in China.
"We think the Chinese market has great potential in digital businesses," said Jocob Kragh, general manager of Lego China. "We will work closely with Tencent in gaming development."
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