Universal Music Group, and one of the most idolized toy companies, LEGO have signed an exclusive global partnership, the companies announced Sunday April 26.
Although the full details have yet to be released, the partnership will leverage UMG’s immense catalog for a new suite of Lego products slated for release in 2021, with a goal to “celebrate and expand children’s creativity and passion for music.”
On Thursday (April 23) news broke that Universal’s film studio and the toy company had finalized a five-year exclusive agreement to develop, produce and distribute theatrical releases based on Lego’s intellectual property and original ideas. Now, the two join forces to bring about the best experience for children.
“Music plays an integral part in every child’s life from the moment they are born and throughout their development,” said Olivier Robert-Murphy, global head of new business at UMG. “Across the decades, children have continued to explore this passion via vinyl, radio, cassette, music videos, CD’s and streaming. Now 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 also shared that, “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”.
Now more than ever children need a creative outlet, and rich sources of education and entertainment amidst our rapidly changing world. Research shows that children’s music has notably seen an uptick during the pandemic amid nationwide stay-at-home mandates. Overall streaming in the genre increased 9.8 percent over the week ending March 19, when many states began enforcing federally mandated shut down’s.
Further details regarding the partnership will be revealed later this year.