LEGO Group pronounces world partnership with Common Music Group
This initiative aims to promote child development and take advantage of the mental and creative benefits of music and LEGO games
Global toy brand and winner of the World Branding Awards, LEGO groupAnnounced an exclusive global partnership Universal Music Group (UMG), a music-based entertainment company that enables children around the world to playfully discover their creativity by expressing themselves through music.
The partnership is based on the development of a new suite of LEGO products, launched in 2021, designed to encourage and inspire the next generation of musicians, creatives and fans. This positive and playful initiative aims to promote child development and to take advantage of the mental and creative benefits of music and LEGO games.
As a global industry leader, UMG shapes culture around the world through the power of music. UMG brings both local and global superstars to the LEGO Group programs along with an unparalleled catalog of recorded music and publications covering all genres and languages.
The LEGO Group, which has been working to inspire and develop children in a playful way since 1932, also contributes to the partnership and has solid experience in innovating and developing a game for children and their families around the world, generation after generation.
This collaboration combines music and the LEGO system in the game and offers children exciting opportunities to connect and express their love for music creatively. The partnership uses immersive, interactive gaming and secure social experiences and is intended to inspire and support creative development.
Olivier Robert-Murphy, Global Head of New Business at Universal Music Group, comments: “Music plays an important role in every child's life from birth and throughout its development. Over the decades, children have explored this passion for vinyl, radio, cassette, music videos, CDs and streaming. Through the partnership between the LEGO Group and UMG, we will now offer a new interactive opportunity to inspire the next generation of fans and creative visionaries. "
About the partnership, LEGO Group CMO, Julia Goldin says: “We know that music is a great passion for so many children that it has an incredible ability to engage and unite children and their families, just like the LEGO brick . In this partnership, we will celebrate the power of merging music and the LEGO system in the game, giving children a whole new way to express themselves creatively by bringing music to life in their own world, in their own way. "
Fans who want to learn more about this optimistic initiative should stay up to date by the end of this year until all details for this groundbreaking partnership are announced.