Lego eyes metaverse with Epic Games collaboration

The toy manufacturer is upping its digital side in an effort to create a Lego universe.

Danish toy company Lego has partnered with video game and software developer Epic Games to expand its entertainment offering into the metaverse.

The firm will leverage Epic Games’ gaming engine to establish its presence in a virtual world and launch products in the digital market.

By working alongside the entertainment firm, Lego hopes users will recognize the company’s online presence by constructing safe, virtual and digital spaces for children to interact with the brand.

To create its metaverse platform in April 2021, Lego invested $2bn into Epic Games in a partnership with Sony Entertainment.

In addition to this investment, the firm has been determined to develop in-house digital experiences. Lego plans to triple the number of its software engineers to encourage “a seamless experience for consumers in both the physical and digital worlds”.

Lego chief executive Niels Christiansen said: “We know very well how to immerse consumers into the Lego universe in stores. We’re working very hard to create that feeling of getting into the Lego brand universe also digitally.”

With revenues anticipated to increase by a single-digit percentage, the firm is pre-empting a “normalization” of growth in 2023.

“We expected that the growth would normalize into this year, and it has done so. We will continue to invest in our momentum. Historically, the toy industry hasn’t been too cyclical”, Christiansen added.

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Written by Isabella Aslam


Isabella is an experienced writer in B2B and B2C journalism. Alongside crypto, Isabella writes and discusses the topics of relationships and psychology. Isabella holds a first-class degree in music journalism and often interviews electronic artists and DJs.

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