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LEGO and Universal Music form new partnership to expand children’s creative play

New products scheduled for 2021 from global partnership between iconic toy manufacturer and leading music-based entertainment company

The Danish LEGO Group has announced an exclusive global partnership with Universal Music Group (UMG), the world’s leading music-based entertainment company, to enable children around the world ‘to explore their creativity through play, by expressing themselves through music’.

The new partnership involves the development of a new suite of LEGO® products launching in 2021, to encourage and inspire a new generation of musicians, creatives and fans by harnessing the mental and creative benefits of music and LEGO play.

As a global industry leader, UMG brings both local and global superstars, along with an unrivalled catalogue of recorded and published music, covering all genres and languages, to the LEGO Group programs.

LEGO Group Chief Marketing Officer Julia Goldin said:

‘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.’

Olivier Robert-Murphy, Global Head of New Business, Universal Music Group, said:

‘Music plays an integral part in every child’s life from the moment they are born and throughout their development. 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.’

Full details of this partnership will be announced later in 2020.