March 23, 2023

Lego, the Danish toy company famous for its colorful plastic bricks, is set to take on the digital world with its latest initiative. The company has partnered with Epic Games, the gaming engine company behind Fortnite, to create a virtual world that will allow Lego to diversify its entertainment offerings portfolio.

The move comes as Lego looks to continue its growth streak by entering new digital markets. The company’s strategy is to offer Lego products in these markets, helping users recognize the brand even online. The metaverse initiative is expected to be a key part of this strategy.

According to the Financial Times, Lego is preparing to present details of the initiative in the coming weeks. The virtual world will be built in partnership with Epic Games, and will target users in digital markets.

The move is a significant one for Lego, which has traditionally focused on physical toys. However, the company has been expanding its digital offerings in recent years, with the launch of Lego Life, a social network for children, and the Lego Hidden Side app, which combines physical play with augmented reality.

The metaverse initiative is expected to take Lego’s digital offerings to the next level, allowing users to interact with the brand in a whole new way. The move is also likely to help Lego continue its impressive growth streak, which has seen the company’s revenue increase by 13% in the first half of 2021.

Niels B. Christiansen, CEO of Lego, said in a statement: “We are excited to partner with Epic Games to bring the Lego brand to the metaverse. This is an important step for us as we continue to grow and expand our offerings to new markets.”

The metaverse is a virtual world where users can interact with each other and with digital objects in real time. It is seen as the next frontier in entertainment, with companies like Facebook and Roblox investing heavily in the space.

Lego’s move into the metaverse is likely to be welcomed by fans of the brand, who will be able to experience Lego in a whole new way. The company’s virtual world is expected to launch in the coming months.

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