丹麥玩具制造商樂(lè)高將與中國(guó)互聯(lián)網(wǎng)巨頭騰訊控股合作，共同開發(fā)網(wǎng)絡(luò)游戲，有望打造面向中國(guó)兒童的社交網(wǎng)絡(luò)。

樂(lè)高向來(lái)保持私營(yíng)，近年來(lái)其銷售額增速持續(xù)下滑，中國(guó)市場(chǎng)卻成為亮點(diǎn)，2016年增速高達(dá)25%-30%。

樂(lè)高的競(jìng)爭(zhēng)對(duì)手主要包括以芭比娃娃聞名的美國(guó)玩具制造商美泰和出品小馬寶莉的美國(guó)玩具制造商孩之寶。面對(duì)310億美元的中國(guó)玩具與游戲市場(chǎng)，各家都想分一杯羹。

上周一，樂(lè)高宣布與中國(guó)最大社交網(wǎng)絡(luò)與游戲公司騰訊達(dá)成合作，旨在營(yíng)造安全的網(wǎng)絡(luò)環(huán)境，涵蓋適合中國(guó)兒童的內(nèi)容、平臺(tái)和體驗(yàn)。

在北京與騰訊聯(lián)合舉行的新聞發(fā)布會(huì)上，樂(lè)高中國(guó)區(qū)總經(jīng)理雅各布·克拉格向路透社表示：“我們與騰訊合作的目標(biāo)是，以創(chuàng)新方式觸及兒童，和騰訊一起為兒童打造專門的內(nèi)容，這次主打視頻游戲。”

樂(lè)高稱，此次合作包括在騰訊視頻平臺(tái)開辟面向兒童的樂(lè)高視頻專區(qū)，以及開發(fā)和運(yùn)營(yíng)已獲授權(quán)的樂(lè)高品牌游戲。

合作還包括樂(lè)高旗下的可編程機(jī)器人工具包LEGO BOOST，孩子們可以讓搭建的樂(lè)高積木真正動(dòng)起來(lái)。樂(lè)高還跟騰訊共同搭建專為中國(guó)孩子而設(shè)的社交網(wǎng)絡(luò)。

騰訊是亞洲市值最高的上市公司，市值達(dá)到5370億美元。

去年，美泰同中國(guó)電商巨頭阿里巴巴集團(tuán)和中國(guó)最大規(guī)模育兒網(wǎng)站、線上內(nèi)容開發(fā)商BabyTree達(dá)成合作，基于美泰旗下的費(fèi)雪玩具銷售互動(dòng)式教學(xué)產(chǎn)品。

據(jù)市場(chǎng)研究機(jī)構(gòu)Euromonitor International估算，樂(lè)高目前在中國(guó)市場(chǎng)份額約3%，美泰和孩之寶分別約為2%和1%。

2016年11月，樂(lè)高在浙江嘉興開了一家玩具制造廠，預(yù)計(jì)銷往亞洲的產(chǎn)品中70-80%都由該廠生產(chǎn)。（財(cái)富中文網(wǎng)）

譯者：Pessy

審稿：夏林

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Danish toymaker Lego is teaming up with Chinese internet giant Tencent Holdings to jointly develop online games and potentially a social network aimed at Chinese children.

Privately-owned Lego has seen a slowdown in sales growth in recent years, but the Chinese market has been a bright spot with sales growing 25-30% in 2016.

It is competing with Barbie maker Mattel and Hasbro, the firm behind My Little Pony, for a slice of the $31 billion toys and games market in China.

Lego said on last Monday the partnership with Tencent, China’s biggest social network and gaming company, aimed to create a safe online environment covering content, platforms, and experiences tailored for Chinese children.

“What we are looking for now with Tencent is just to find more creative ways… (of) reaching children, and creating bespoke content with Tencent, in this case, video games,” Jacob Kragh, head of Lego in China, told Reuters at joint event with Tencent in Beijing.

The partnership includes developing a Lego video zone for children on the Tencent video platform, as well as developing and operating Lego branded licensed games, the toymaker said.

It also includes LEGO BOOST — a building and coding set that lets children turn their brick creations into moving objects — and will explore developing a joint social network for children in China.

Tencent is Asia’s most valuable company with a market capitalisation of $537 billion.

Last year, Mattel struck deals with Chinese e-commerce giant Alibaba Group Holding (BABA, -0.52%) and online content developer BabyTree to sell interactive learning products based on its Fisher-Price toys.

Lego has about a 3% market share in China, followed by Mattel and Hasbro with around 2% and 1%, respectively, according to Euromonitor International.

In November 2016, Lego opened a factory in Jiaxing, China, which it expects to produce 70-80% of all Lego products sold in Asia.