We look forward to working with Epic Games to shape this exciting and playful future.” Just as we’ve protected children’s rights to safe physical play for generations, we are committed to doing the same for digital play. But we have a responsibility to make them safe, inspiring and beneficial for all. We believe there is huge potential for them to develop life-long skills such as creativity, collaboration and communication through digital experiences. Niels B Christiansen, CEO of The LEGO Group said: “Kids enjoy playing in digital and physical worlds and move seamlessly between the two. The family-friendly digital experience will give kids access to tools that will empower them to become confident creators and deliver amazing play opportunities in a safe and positive space. The two companies will team up to build an immersive, creatively inspiring and engaging digital experience for kids of all ages to enjoy together. There's also information about both countries throughout the centre, including an aquarium reminiscent of Kelly Tarlton's and more about our native fauna, such as kiwis and pukekos.The LEGO Group and Epic Games today announced they are entering a long-term partnership to shape the future of the metaverse to make it safe and fun for children and families. In the virtual space, players explore a visitor centre that includes a gift shop, cafe and function centre. New Zealand company Zen Creative was involved in 'Lands Down Under', a way for both Australia and Aotearoa to be showcased in the game. "Epic's expertise, including their powerful game engine, combined with Sony's technologies, will accelerate our various efforts such as the development of new digital fan experiences in sports and our virtual production initiatives".įortnite, while primarily a game, has introduced more metaverse-like concepts over the last couple of years, including online concerts and New Zealand maps. Kenichiro Yoshida, chairman, president and CEO of Sony Group Corporation, said it was "thrilling" to invest in a space where creators and users share their time. Empower children and adults with tools that give them control over their digital experience.Safeguard children's privacy by putting their best interests first.Protect children's right to play by making safety and wellbeing a priority.The companies agreed on three principles to ensure the digital spaces developed would: "The family-friendly digital experience will give kids access to tools that will empower them to become confident creators and deliver amazing play opportunities in a safe and positive space." "The two companies will team up to build an immersive, creatively inspiring and engaging digital experience for kids of all ages to enjoy together," they said. Lego's investment comes just a few days after it announced a long-term partnership with Epic to help make the metaverse "safe and fun for children". "This investment will accelerate our engagement in the world of digital play, and we are pleased to be investing in Epic Games to support their continued growth journey, with a long-term focus toward the future metaverse."
"A proportion of our investments is focused on trends we believe will impact the future world that we and our children will live in," Sørensen said. Søren Thorup Sørensen, CEO of Kirkbi - the family-owned company who owns Lego - said they were thrilled to invest and "deepen their relationship in the metaverse field".
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