Lego, the iconic Danish toy manufacturer, is making a significant leap into the metaverse through a new collaboration with Epic Games, the creators behind the popular game Fortnite. The partnership aims to bring Lego’s physical products into a digital space, allowing users to interact with and build virtual Lego sets within an immersive metaverse environment.
Creating a Virtual Lego World
The two companies are set to develop a virtual world using Epic Games’ Unreal Engine, a powerful tool behind many major video games. This new digital realm will allow users to experience Lego products in a virtual setting, extending Lego’s creative play beyond traditional physical blocks.
In its annual report, Lego announced: “We are partnering with Epic Games to explore the development of a fun and safe metaverse for children.”
Niels Christiansen, CEO of Lego, expressed the company’s commitment to extending its brand experience into the digital domain. “We have extensive experience immersing consumers in the Lego universe in stores,” Christiansen noted. “Our goal is to recreate that engaging experience digitally.”
Epic Games’ Enthusiasm
Tim Sweeney, CEO of Epic Games, shared his excitement about the collaboration, stating: “We are thrilled to partner with Lego to extend the joy of building and creativity to a broader audience. Lego’s enduring brand and dedication to quality align perfectly with Epic’s vision for the metaverse.”
Investment and Digital Expansion
Lego’s investment in Epic Games amounts to $2 billion (£1.7 billion), a move made in April 2021 to support the creation of a metaverse platform focused on providing secure and engaging digital spaces for children.
In 2022, Lego experienced a notable increase in sales, with a revenue of £7.7 billion, marking a 17% rise from the previous year. This growth was attributed to the popularity of larger and more complex Lego sets. The company’s commitment to both physical and digital play experiences has been a key factor in its recent success.
Christiansen highlighted Lego’s ongoing digital initiatives, noting that the company is actively investing in and developing digital play experiences. He emphasized Lego’s vision of integrating physical and digital worlds to create a unique play experience that engages both children and adults.
“Lego bricks are a universal language that transcends generations and cultures,” Christiansen stated. “By combining physical and digital play, we aim to inspire and engage users in new and exciting ways.”
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