Lego and Fortnite Confirm their Metaverse Collaboration
In a significant move to embrace the digital world, Lego is partnering with Epic Games, the creators of Fortnite, to enter the metaverse, prioritizing child safety and creative immersion.
Lego and Fortnite Partnership Confirmed
The highly-anticipated partnership between Lego and Epic Games was confirmed during a presentation at the Cannes Lions International Festival of Creativity. Both Epic President Adam Sussman and Lego Global Chief Product and Marketing Officer Julia Goldin officially announced their collaboration, marking a pivotal step for Lego in its digital transformation journey. This venture puts the iconic brand into the Fortnite metaverse, aiming to appeal to a younger demographic and provide a safer and more engaging online environment.
In addition to maintaining a no pay-to-win policy, Lego assures that child safety will be the primary concern, with features such as age gating and data privacy measures in place. Parents are also promised access to their children's data, making this a safer transition to the digital sphere for younger Lego enthusiasts.
Bringing the Creative Side of Fortnite into Focus
While still under wraps, details of the collaboration hint at a focus on the creative aspect of Fortnite, setting aside the Battle Royale mode. The existence of a comprehensive "brick database" alludes to a future where players might build their own worlds using Lego blocks within the game. The Cannes Lions presentation also hinted at the inclusion of Lego characters as non-playable characters (NPCs) or in other forms.
Initial rumours of a Lego-Epic Games collaboration surfaced in April 2022, with a shared vision of developing a child-friendly metaverse. The aim was to create an inspiring digital space where children could explore and interact with each other.
This partnership puts Lego alongside other brands that have ventured into the Fortnite metaverse, offering customers innovative gamified experiences and broadening their virtual presence. Other notable brand interactions with Fortnite's metaverse include Nike's tease of a virtual Air Max sneaker NFT drop, Fortnite's collaboration with Coachella, and Frank’s RedHot's launch of "The Floor is Flava" game, further showcasing Fortnite's appeal as a platform for brand engagement and interactive experiences.
With the Lego-Fortnite collaboration confirmed, the metaverse prepares for a new era of child-friendly and creatively engaging virtual experiences. How this partnership will redefine the digital landscape and the Lego brand itself is eagerly anticipated by industry insiders and fans alike. The Lego-Fortnite venture underlines the growing influence of the metaverse in reshaping brand experiences, marking a significant milestone in digital innovation.