Lego and Epic unveil kid-friendly metaverse

Lego has long been on the cutting edge of using new technologies to engage fans across multiple platforms, building tech into its products and marketing efforts alike. Now, they’ve launched a Lego-themed version of Fortnite in partnership with Epic Games.

A full 18 months in the making, the branded Lego edition of Fortnite is being described as a multiplayer “survival crafting game.” It will be released Dec. 7, intended as a fun and safe digital space for children and their families. The game will be available on all video game devices where people can play Fortnite.

The collaboration pushes the Danish brick maker further into the digital realm, just months after it launched online loyalty program Lego Insiders in August.

Fortnite counts more than 400 million registered users and around 80 million active players each month, showing the sheer scale of audience Lego could potentially reach through Lego Fortnite.

Lego has spent the past 18 months building audience loyalty via digital programs. It’s also been carving out a more meaningful role in peoples’ lives, positioning itself as more than a toy brand and promoting play that helps children develop life skills, but improves mental well-being, too.

Full story at AdWeek.