Recently, Lego Group and Tencent held a joint press conference in Beijing, announcing a strategic partnership between the two parties to jointly launch the first domestic children's digital experience system solution. The two sides will cooperate in content, games, social and other aspects to jointly empower the digital future of Chinese children.
Jacob Kragh, General Manager of LEGO China, said: "We are very pleased to have a strategic partnership with Tencent. Today, with the rapid development of digital, we are seeing more and more Chinese children connecting to the world through the Internet."
“At present, about one-third of Internet users worldwide are children and adolescents under the age of 18. In China, Internet users are also developing towards a younger age. China’s Internet users under the age of 18 account for 22.5% of the total. The Internet is affecting this. "The growth of a generation of children." Sun Zhonghuai, vice president of Tencent, and CEO of Penguin Film and Television, said, "In this environment, an active and healthy digital children's online ecosystem has become crucial. Tencent has been paying close attention to children's digital experience and insisting on it. Put this concept into all aspects of business conduct."
Industry's first systematic child digital solution
Contemporary children can be said to be “indigenous peoples†in the Internet age. However, for this group of underage special Internet users, positive guidance is necessary. Based on the consensus in the field of digital children's experience, Tencent and the LEGO Group's strategic cooperation aims to introduce the first systematic children's digital experience solution in the domestic industry, and to carry out a complete systematic layout for all aspects of the children's contact network. Think and protect the digital experience of children in all aspects.
In the content area: the two parties will jointly create a Lego video zone dedicated to children in the Tencent video platform, so that children can learn.
Sun Zhonghuai said that Tencent Video has launched a children's version of the video platform for children, providing animation, puzzle, children's music, toys, and other features, and designed parents to monitor, watch the time reminder and other functions. The video zone that cooperates with LEGO can not only play the advantages of LEGO in children's puzzles and entertainment, but also exert Tencent's platform and technology capabilities to provide healthy and creative content suitable for children.
In the field of games, both parties will jointly develop, publish and operate games that are suitable for children, active and healthy, full of fun and imagination.
"Next Tencent Games will connect the growth guardian platform with the LEGO game to provide protection for the underage users of LEGO games." Tencent Games Vice President Gao Li said at the scene, on the other hand, Tencent has always hoped to produce more high-quality digital content. To activate the imagination and creativity of children. This time, Tencent Games will be the first to cooperate with LEGO in the field of smart toys. In the future, the two sides will also explore ways of cooperation in game development and other aspects.
In addition, in terms of children's social, IP, education, public welfare and other aspects, the two sides will also play their respective resource advantages and explore the feasibility of cooperation.
Calling on all sectors of society to build a children's digital ecosystem
The LEGO Group is the first company in the toy industry to establish a global partnership with UNICEF and is inspired by the UNICEF Guide to Children's Network Protection in the development of its Digital Child Safety Policy. The policy guides corporate behavior in six areas: content, parental control, information abuse and misuse, bad and illegal information processing, privacy and control, and security awareness.
Julia Goldin, Chief Marketing Officer of LEGO Group, said: “The LEGO Group has always followed the example of children and inspired and developed them through creative play. As an 85-year-old company, we treat the physical toys and digital experiences the same. Safety principles. We work with partners and industry experts around the world to bring children a positive and healthy gaming experience that is healthy and healthy."
As one of the largest integrated Internet service providers in China, Tencent officially signed a strategic cooperation agreement with UNICEF in November 2016. The two parties will jointly promote basic research, policy recommendations and public education activities related to children's network protection. At the same time, Tencent also joined the "WeProtect Alliance for the Protection of Minors" as the sole representative of the Chinese business community, and resolutely said "no" to the illegal infringement against minors.
Yang Peng, director of the Tencent Information Security Executive Committee, said: "Tencent has always attached great importance to the digital experience of children. Through the launch of the 'Penguin Growth-Digital Age Child Protection' project, it has continuously promoted product design, education and publicity, policy recommendations and other aspects. The construction of a healthy digital ecology for children. In the future, we hope to link more domestic and international organizations to jointly empower the digital future of Chinese children."
Source: Tencent Technology
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