Lego and Epic Games Unveil Children-Friendly Metaverse: A Web3 Project for Kids of All Ages.
In April, Lego and Epic Games announced a partnership to create a metaverse for children. As part of this effort, Lego is looking to expand its metaverse team by hiring for several positions, including Senior Portfolio Manager, Senior Marketing Manager. However, it seems that they have removed the job listing for the Creative Lead role, indicating a strong response in applicants.
According to Niels B Christiansen, CEO of The Lego Group, their partnership with Epic Games aims to provide children with the opportunity to develop important skills such as creativity, collaboration, and communication through a seamless blend of digital and physical play. He said last year, "Kids enjoy playing in digital and physical worlds and move seamlessly between the two. We believe there is huge potential for them to develop life-long skills through these digital experiences.
Initially, Lego had stated that it would not be incorporating Non-Fungible Tokens (NFTs) into its metaverse project. However, James Gregson, the Creative Director at Lego, recently announced that the company is now exploring the possibility of using NFTs as collectibles for the adult audience.
Lego Joins the Esports Scene: What to Expect
Lego recently launched its first esports-themed set, which includes a tournament truck and two gaming computer stations. It is currently unknown if a metaverse-themed Lego set will be released in the future.
Lego has built its brand on physical toy blocks that encourage children to engage with the real world. It is yet to be determined how the company will integrate this physical-world-based brand with a metaverse experience. In the past, Lego has experimented with merging virtual and physical worlds through its partnership with Snapchat to launch an AR co-building experience. It's possible that this could be the approach the company takes for its metaverse project rather than fully immersing in a virtual world.
Epic Games faces significant penalty
The Federal Trade Commission has imposed a $520 million fine on Epic Games for violating the Children's Online Privacy Protection Act. Of this amount, $245 million will be given back to users who were misled into making purchases. Despite the allegations, Fortnite continues to be one of the most popular metaverse platforms.
Inside Look: Lego-Epic Games Partnership Unveiled
The LEGO Group and Epic Games announced earlier that they have entered into a long-term partnership to shape the future of the metaverse. Both companies are committed to creating a safe and enjoyable platform for children and their families.
The partnership will result in an immersive, stimulating, and interactive digital experience for children of all ages. This family-friendly experience will provide children with access to tools that will help them develop as confident creators, while also providing them with a safe and positive space to play in.
Epic's Tim Sweeney, “The LEGO Group has captivated the imagination of children and adults through creative play for nearly a century."
"We are excited to come together to build a space in the metaverse that’s fun, entertaining, and made for kids and families.”
The metaverse is constantly evolving and expanding. As more companies invest in it, it is transforming the way people interact, play, learn, work, and connect with others in a virtual 3D environment.
Epic Games is popular for its battle royale game Fortnite and its powerful creative tools and Unreal engine. UE helps in the development of many successful games.
The LEGO Group is a well-known brand, having inspired generations of creators for over 90 years. The company is a leader in creating safe digital experiences for children and has even developed an industry-standard Digital Child Safety Policy in partnership with UNICEF.
Building the Future: Lego and Epic's Metaverse for Kids
The partnership between the two companies is based on three key principles for the digital spaces they create:
- Ensuring the safety and well-being of children by prioritizing their rights to play.
- Protecting children's privacy by putting their best interests first.
- Providing children and adults with tools that give them control over their digital experience.
Although it is not yet clear how this metaverse will function. It is evident that the top priority for the partnership is ensuring the safety of children. Both companies aim to create a familiar and trustworthy 'LEGO' world for children that guarantee security and safety. The idea is to keep the children safe from the potentially unsafe environments found in other metaverses, such as Roblox.
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