丹麥玩具制造商樂高將與中國互聯(lián)網(wǎng)巨頭騰訊控股合作，共同開發(fā)網(wǎng)絡游戲，有望打造面向中國兒童的社交網(wǎng)絡。

樂高向來保持私營，近年來其銷售額增速持續(xù)下滑，中國市場卻成為亮點，2016年增速高達25%-30%。

樂高的競爭對手主要包括以芭比娃娃聞名的美國玩具制造商美泰和出品小馬寶莉的美國玩具制造商孩之寶。面對310億美元的中國玩具與游戲市場，各家都想分一杯羹。

上周一，樂高宣布與中國最大社交網(wǎng)絡與游戲公司騰訊達成合作，旨在營造安全的網(wǎng)絡環(huán)境，涵蓋適合中國兒童的內(nèi)容、平臺和體驗。

在北京與騰訊聯(lián)合舉行的新聞發(fā)布會上，樂高中國區(qū)總經(jīng)理雅各布·克拉格向路透社表示：“我們與騰訊合作的目標是，以創(chuàng)新方式觸及兒童，和騰訊一起為兒童打造專門的內(nèi)容，這次主打視頻游戲?！?

樂高稱，此次合作包括在騰訊視頻平臺開辟面向兒童的樂高視頻專區(qū)，以及開發(fā)和運營已獲授權的樂高品牌游戲。

合作還包括樂高旗下的可編程機器人工具包LEGO BOOST，孩子們可以讓搭建的樂高積木真正動起來。樂高還跟騰訊共同搭建專為中國孩子而設的社交網(wǎng)絡。

騰訊是亞洲市值最高的上市公司，市值達到5370億美元。

去年，美泰同中國電商巨頭阿里巴巴集團和中國最大規(guī)模育兒網(wǎng)站、線上內(nèi)容開發(fā)商BabyTree達成合作，基于美泰旗下的費雪玩具銷售互動式教學產(chǎn)品。

據(jù)市場研究機構(gòu)Euromonitor International估算，樂高目前在中國市場份額約3%，美泰和孩之寶分別約為2%和1%。

2016年11月，樂高在浙江嘉興開了一家玩具制造廠，預計銷往亞洲的產(chǎn)品中70-80%都由該廠生產(chǎn)。（財富中文網(wǎng)）

譯者：Pessy

審稿：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.