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Lego: System in Play

Client: Lego
Date: Apr 2020
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The Lego Group has announced an exclusive global partnership with Universal Music Group (UMG), the world’s leading music-based entertainment company, that will enable children around the world to explore their creativity through play, by expressing themselves through music.

The partnership is based around the development of a new suite of Lego products launching in 2021, created to encourage and inspire the next generation of musicians, creatives and fans. This positive and playful initiative aims to reinforce child development and harness the mental and creative benefits of music and Lego play.

Combining music and the Lego System in Play, this collaboration will deliver exciting opportunities for children to connect and creatively express themselves, and their love of music. Harnessing immersive, interactive play and safe social experiences, the partnership aims to inspire and support creative development.

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