The LEGO Group have teamed up with Universal Music Group (UMG) to enable children around the world to explore their creativity through play, by expressing themselves through music.
The partnership is based around the development of a new suite of LEGO products launching in 2021, created to encourage and inspire the next generation of musicians, creatives and fans. This positive and playful initiative aims to reinforce child development and harness the mental and creative benefits of music and LEGO play.
The LEGO Group has worked to inspire and develop children through play since 1932 and through combining music and via the LEGO System in Play, the UMG collaboration will deliver exciting opportunities for children to connect and creatively express themselves, and their love of music. Harnessing immersive, interactive play and safe social experiences, the partnership aims to inspire and support creative development.
Olivier Robert-Murphy, Global Head of New Business, Universal Music Group comments: “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, CD’s 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.”
On the partnership, LEGO Group CMO, Julia Goldin says, “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. 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”.
Fans wanting to learn more about this upbeat initiative should stay tuned until later this year, when full details for this game-changing partnership will be revealed.