The LEGO Group has confirmed a global exclusive collaboration with Universal Music Group to launch new products in 2021.
This partnership aims to enable children around the globe to explore their creativity and express themselves in music. Moreover, the alliance between LEGO Group and Universal Music Group is rooted on the development of new LEGO toy products.
Details about the partnership
LEGO will launch the said items in 2021. It has a vision of encouraging and inspiring the next generation of musicians, creatives and fans. In addition to that, Universal Music Group will bring local and global superstars. It will also have unparalleled catalog of recorded music and publishing, covering all genres and languages, to the LEGO Group project.
Details are scarce regarding the inclusion of Lego figures of Billie Eilish, Elton John or the Rolling Stones. Hence, fans will have to stay tuned until the end of the year to ascertain the rest of the details about this upbeat initiative.
We’re very excited to announce an awesome new partnership! Coming soon…???????? pic.twitter.com/FNoYLmxnAT
— LEGO (@LEGO_Group) April 27, 2020
Universal Music Group is the perfect partner
Music plays a significant role in the upbringing of a child – from the moment they are born until their maturity. Case in point, children’s music, saw a rise with the ongoing pandemic and social distancing directives.
Streaming in the said genre increased up to 9.8% when many states began lockdowns. With Universal Music Group, LEGO will provide children an entirely new way to enjoy playing by bringing music to their own world.
Furthermore, the LEGO Group CMO has acknowledged the incredible ability of music to engage and unite children and their families, just like the LEGO brick.
— Variety (@Variety) April 26, 2020
About the LEGO Group and Universal Music Group company
The LEGO Group was founded by Ole Kirk Kristiansen in 1932. The name derives from the two Danish words LEg GOdt which means “Play Well.”
Presently, the company is family-owned which is headquartered in Billund, Denmark . However, all the LEGO products are available worldwide in over 140 countries. The goal of the LEGO Community is to encourage and cultivate builders of tomorrow through the power of play.
The LEGO System in Play, with its foundation in LEGO® bricks, allows children and fans to recreate anything they can imagine. On the other hand, Universal Music Group is the world’s leading music-based entertainment company.
This comprises a broad array of businesses engaged in recorded music, music publishing, merchandising and audiovisual content in more than 60 countries. As the global industry leader, UMG shapes culture around the world through the power of music.
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