Lego, the Danish toy firm identified for its colourful plastic bricks, is getting ready to unveil a brand new digital world initiative in partnership with Epic Video games, the sport engine firm behind Fortnite. The transfer alerts Lego’s dedication to diversify its leisure portfolio, concentrating on the metaverse and digital markets.
The metaverse is a digital house the place customers can work together with a computer-generated surroundings, different customers, and objects. The idea has gained recognition lately and firms resembling Fb and Microsoft have invested closely in constructing metaverse platforms. Lego’s transfer follows a $2 billion funding it made in Epic Video games in partnership with Sony final April, with the thought of constructing its personal metaverse platform to carry youngsters nearer to the model in protected and safe digital areas designed particularly for them .
Lego’s CEO, Niels Christiansen, acknowledged that the corporate goals to create the identical immersive expertise for its customers digitally because it does in shops. Christiansen defined that the corporate is growing its alternatives to supply Lego merchandise in digital markets, to make sure that customers acknowledge the model on-line as effectively.
Lego’s push into the metaverse and digital markets is strategic as income has soared 17% in comparison with 2021. The corporate can be optimistic about the way forward for retail and has additionally elevated the variety of brick-and-mortar shops, opening 155 new shops in 2022.
Whereas different firms like Microsoft and Tencent have slowed down on their metaverse initiatives, Lego is doubling down on the thought of constructing digital areas for kids. The corporate’s transfer is pushed by the idea that metaverse initiatives will stay related for years to come back, with a robust give attention to making a protected and safe digital house for its customers.
The corporate has additionally ramped up hiring to develop inner digital experiences since Could, when it introduced its intention to triple the variety of software program engineers to take a bodily and digital method. Lego now not sees bodily and digital elements of its enterprise as separate, and the corporate’s single largest funding at the moment is in digital capabilities.
Lego’s digital push continues its streak of development, with income rising on robust gross sales in Western Europe and the Americas. The corporate goals to determine a presence in digital worlds, concentrating on customers in digital markets. The Metaverse initiative in-built partnership with Epic Video games is ready to make clear Lego’s future actions to attain this aim.