瞄准中国10后，乐高牵手腾讯开发网游

丹麦玩具制造商乐高将与中国互联网巨头腾讯控股合作，共同开发网络游戏，有望打造面向中国儿童的社交网络。

乐高向来保持私营，近年来其销售额增速持续下滑，中国市场却成为亮点，2016年增速高达25%-30%。

乐高的竞争对手主要包括以芭比娃娃闻名的美国玩具制造商美泰和出品小马宝莉的美国玩具制造商孩之宝。面对310亿美元的中国玩具与游戏市场，各家都想分一杯羹。

上周一，乐高宣布与中国最大社交网络与游戏公司腾讯达成合作，旨在营造安全的网络环境，涵盖适合中国儿童的内容、平台和体验。

在北京与腾讯联合举行的新闻发布会上，乐高中国区总经理雅各布·克拉格向路透社表示：“我们与腾讯合作的目标是，以创新方式触及儿童，和腾讯一起为儿童打造专门的内容，这次主打视频游戏。”

乐高称，此次合作包括在腾讯视频平台开辟面向儿童的乐高视频专区，以及开发和运营已获授权的乐高品牌游戏。

合作还包括乐高旗下的可编程机器人工具包LEGO BOOST，孩子们可以让搭建的乐高积木真正动起来。乐高还跟腾讯共同搭建专为中国孩子而设的社交网络。

腾讯是亚洲市值最高的上市公司，市值达到5370亿美元。

去年，美泰同中国电商巨头阿里巴巴集团和中国最大规模育儿网站、线上内容开发商BabyTree达成合作，基于美泰旗下的费雪玩具销售互动式教学产品。

据市场研究机构Euromonitor International估算，乐高目前在中国市场份额约3%，美泰和孩之宝分别约为2%和1%。

2016年11月，乐高在浙江嘉兴开了一家玩具制造厂，预计销往亚洲的产品中70-80%都由该厂生产。（财富中文网）

译者：Pessy

审稿：夏林

Danish toymaker Lego is teaming up with Chinese internet giant Tencent Holdings to jointly develop online games and potentially a social network aimed at Chinese children.

Privately-owned Lego has seen a slowdown in sales growth in recent years, but the Chinese market has been a bright spot with sales growing 25-30% in 2016.

It is competing with Barbie maker Mattel and Hasbro, the firm behind My Little Pony, for a slice of the $31 billion toys and games market in China.

Lego said on last Monday the partnership with Tencent, China’s biggest social network and gaming company, aimed to create a safe online environment covering content, platforms, and experiences tailored for Chinese children.

“What we are looking for now with Tencent is just to find more creative ways… (of) reaching children, and creating bespoke content with Tencent, in this case, video games,” Jacob Kragh, head of Lego in China, told Reuters at joint event with Tencent in Beijing.

The partnership includes developing a Lego video zone for children on the Tencent video platform, as well as developing and operating Lego branded licensed games, the toymaker said.

It also includes LEGO BOOST — a building and coding set that lets children turn their brick creations into moving objects — and will explore developing a joint social network for children in China.

Tencent is Asia’s most valuable company with a market capitalisation of $537 billion.

Last year, Mattel struck deals with Chinese e-commerce giant Alibaba Group Holding (BABA, -0.52%) and online content developer BabyTree to sell interactive learning products based on its Fisher-Price toys.

Lego has about a 3% market share in China, followed by Mattel and Hasbro with around 2% and 1%, respectively, according to Euromonitor International.

In November 2016, Lego opened a factory in Jiaxing, China, which it expects to produce 70-80% of all Lego products sold in Asia.