The LEGO Group has signed an exclusive global partnership with Universal Music Group centred around the development of a new LEGO range created to ‘encourage and inspire the next generation of musicians’
Launching in 2021, the still-to-be-revealed range will look to reinforce child development and ‘harness the mental and creative benefits of music and LEGO play’.
“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,” said LEGO Group CMO, Julia Goldin.
“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.”
Olivier Robert-Murphy, Global Head of New Business at Universal Music Group, added: “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, CDs 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.”
To stay in the loop with the latest news, interviews and features from the world of toy and game design, sign up to our weekly newsletter here