LONDON (AP) - Toy maker Lego is partnering with China's internet firm Tencent to offer games, video and possibly a social network aimed at children.
The private company based in Copenhagen, Denmark, said Monday that the deal would combine Lego's ability to create content with Tencent's distribution reach.
Shenzhen-based Tencent is one of China's most powerful internet companies, running the WeChat messaging app as well as online payment platforms and games. Because Chinese authorities have largely shut out Western companies like Google and Facebook, homegrown internet companies like Tencent have been able to grow rapidly in size.
Jacob Kragh, general manager of Lego China, said: "We've seen more and more Chinese children engage with the world digitally, and the partnership will bring them safe and imaginative Lego content."
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