In a move that is sure to excite video game-addicted children, Lego and Epic Games have announced they are teaming up to create a kid-friendly metaverse.
This new virtual world will be based on the hugely popular Fortnite game, which has already entranced millions of kids worldwide. Details about the project are still scarce, but the core values of the partnership were published in Thursday’s official announcement and are as follows:
- Protect children’s right to play by making safety and wellbeing a priority.
- Safeguard children’s privacy by putting their best interests first.
- Empower children and adults with tools that give them control over their digital experience.
According to the joint announcement, the two companies are forming a long-term relationship to help create a safe and entertaining metaverse for youngsters and families. The LEGO Group and Epic Games will collaborate to develop an immersive, creatively inspiring, and engaging digital experience for children of all ages to enjoy together.
LEGO Group’s CEO, Niels B Christiansen, said: “Kids enjoy playing in digital and physical worlds and move seamlessly between the two. We believe there is huge potential for them to develop life-long skills such as creativity, collaboration and communication through digital experiences. But we have a responsibility to make them safe, inspiring, and beneficial for all. Just as we’ve protected children’s rights to safe physical play for generations, we are committed to doing the same for digital play. We look forward to working with Epic Games to shape this exciting and playful future.”
Tim Sweeney, CEO & Founder of Epic Games, added: “The LEGO Group has captivated the imagination of children and adults through creative play for nearly a century, and we are excited to come together to build a space in the metaverse that’s fun, entertaining, and made for kids and families.”
One thing Lego and Epic Games have in common is licences. They have partnerships with some of the world’s biggest brands and pop culture characters — Marvel, DC comics, Marshmallow, Travis Scott, Ariana Grande, and more.
We’ll keep an eye on how competitors, such as Roblox, will respond to this Lego and Epic Games partnership and will they be joining the race.