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Universal partners with Lego on new toy

By | Published on Monday 27 April 2020

Lego / Universal

Universal Music has announced a new partnership with Lego on an upcoming iteration of the popular toy that involves music.

Exactly how the major label’s recordings will be used with the plastic blocks isn’t clear. However, the two companies have said that a new range of toys is set for launch in 2021 that will “encourage and inspire the next generation of musicians, creatives and fans”.

“Music plays an integral part in every child’s life from the moment they are born and throughout their development” says UMG’s Global Head Of New Business, Olivier Robert-Murphy. “Across the decades, children have continued to explore this passion via vinyl, radio, cassette, music videos, CDs 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’s CMO, Julia Goldin, adds: “We know music is a huge passion for so many children, it has an incredible ability to engage and unite children and their families, just like the Lego brick. 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”.

So, as you see, that doesn’t really tell us much. But elsewhere in Lego-y music things, last year the toy company announced plans to sell a playable grand piano set, based on an idea submitted by a member of the public.