UMG BUILDS A FUTURE WITH LEGOS

Universal Music Group has formed a global partnership with The LEGO Group to develop new products designed to encourage and inspire the musical appetites of a new generation. The products will start coming out next year.

Combining music and the LEGO System in Play, the collaboration will deliver opportunities for children to connect and creatively express themselves, and their love of music, through immersive, interactive play and safe social experiences. Full details of the partnership will be revealed later this year.

“Music plays an integral part in every child’s life from the moment they are born and throughout their development,” UMG Global Head of New Business Olivier Robert-Murphy said. “Through the partnership between the LEGO Group and UMG, we will provide a new interactive way of inspiring the next generation of fans and creative visionaries.”

LEGO Group CMO Julia Goldin added: “This partnership will see us celebrate the power of merging music and the LEGO System in Play, providing children with a whole new way to creatively express themselves by bringing to life music in their own world, their own way."