As 2023 involves an finish, Lego and Epic Video games lastly unveiled what their kid-friendly metaverse will appear to be.
A full 18 months within the making, the branded Lego version of Fortnite is being described as a multiplayer “survival crafting sport.” It is going to be launched Dec. 7, meant as a enjoyable and protected digital house for kids and their households. The sport will likely be out there on all online game gadgets the place individuals can play Fortnite.
The collaboration pushes the Danish brick maker additional into the digital realm, simply months after it launched on-line loyalty program Lego Insiders in August.
Fortnite counts greater than 400 million registered customers and round 80 million energetic gamers every month, exhibiting the sheer scale of viewers Lego may probably attain by Lego Fortnite.
Lego has spent the previous 18 months constructing viewers loyalty by way of digital applications. It’s additionally been carving out a extra significant function in peoples’ lives, positioning itself as greater than a toy model and selling play that helps youngsters develop life expertise, however improves psychological well-being, too.
It’s a method that’s working. In response to Interbrand’s latest Finest International Model analysis for 2024, Lego is No. 59 on the record of prime 100 world manufacturers, with a ten% progress in model worth year-on-year, reaching $13,069 billion.
“Companies which have witnessed an increase in model worth—together with Airbnb, Lego and Nike—have all transcended their established class norms to play a extra important and significant function in society and shopper’s lives,” defined Gonzalo Brujó, world CEO of Interbrand.
The event of Lego Fortnite has been within the playing cards since 2022, with Lego Group first investing $1 billion (alongside Sony) into Epic Video games to develop a Web3 house for kids final April.
Talking in regards to the partnership earlier this yr, when she was named Adweek’s Model Genius Lifetime Award honoree, Lego chief product and advertising officer Julia Goldin mentioned, “There’s a brand new web coming due to technological improvements that may generate much more capabilities, instruments and alternatives for individuals to expertise issues in very other ways from how they’re experiencing them at the moment. We would like youngsters to profit from that.”
