Universal Music Group & LEGO Strike Partnership Around Upcoming Toy Line

Universal Music Group logo.
Courtesy of UMG

Universal Music Group logo.

Universal Music Group and The LEGO Group have signed an exclusive global partnership, the companies announced Sunday (April 26).

Though details are scarce, the partnership will leverage UMG’s immense catalog for a new suite of LEGO products slated for release in 2021, with a goal to “celebrate and expand children’s creativity and passion for music.”

“Music plays an integral part in every child’s life from the moment they are born and throughout their development,” said Olivier Robert-Murphy, global head of new business at UMG. “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.”

Added LEGO Group CMO Julia Goldin, “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”.

Further details regarding the partnership will be revealed later this year.

Despite the lack of specifics around the deal, children's music has notably seen an uptick during the pandemic amid nationwide stay-at-home mandates. Overall streaming in the genre increased 9.8% over the week ending March 19, when many states began shutting down.

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