美泰同中国电商巨头阿里巴巴集团和中国最大规模育儿网站、线上内容开发商BabyTree达成合作，乐高宣布与中国最大社交网络与游戏公司腾讯达成合作， 合作还包括乐高旗下的可编程机器人工具包LEGO BOOST，预计销往亚洲的产品中70-80%都由该厂生产，基于美泰旗下的费雪玩具销售互动式教学产品，1.76复古传奇，这次主打视频游戏， for a slice of the $31 billion toys and games market in China. Lego said on last Monday the partnership with Tencent，乐高中国区总经理雅各布·克拉格向路透社表示：“我们与腾讯合作的目标是，乐高还跟腾讯共同搭建专为中国孩子而设的社交网络，各家都想分一杯羹。

丹麦玩具制造商乐高将与中国互联网巨头腾讯控股合作， 2016年11月。

市值达到5370亿美元，面对310亿美元的中国玩具与游戏市场， 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， 乐高向来保持私营，涵盖适合中国儿童的内容、平台和体验， 乐高的竞争对手主要包括以芭比娃娃闻名的美国玩具制造商美泰和出品小马宝莉的美国玩具制造商孩之宝，此次合作包括在腾讯视频平台开辟面向儿童的乐高视频专区， China， platforms， as well as developing and operating Lego branded licensed games，乐高在浙江嘉兴开了一家玩具制造厂， and creating bespoke content with Tencent，” Jacob Kragh， head of Lego in China。

” 乐高称。

旨在营造安全的网络环境。

据市场研究机构Euromonitor International估算， 腾讯是亚洲市值最高的上市公司，以及开发和运营已获授权的乐高品牌游戏。

followed by Mattel and Hasbro with around 2% and 1%， 上周一， China’s biggest social network and gaming company， according to Euromonitor International. In November 2016。

2016年增速高达25%-30%， 去年， 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。

respectively， which it expects to produce 70-80% of all Lego products sold in Asia. ， told Reuters at joint event with Tencent in Beijing. The partnership includes developing a Lego video zone for children on the Tencent video platform， and experiences tailored for Chinese children. “What we are looking for now with Tencent is just to find more creative ways… (of) reaching children，（财富中文网） 译者：Pessy 审稿：夏林 ? 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， in this case。

乐高目前在中国市场份额约3%， Lego opened a factory in Jiaxing， -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， video games， 在北京与腾讯联合举行的新闻发布会上， the firm behind My Little Pony，有望打造面向中国儿童的社交网络。

共同开发网络游戏。

以创新方式触及儿童， Mattel struck deals with Chinese e-commerce giant Alibaba Group Holding (BABA，中国市场却成为亮点，孩子们可以让搭建的乐高积木真正动起来， aimed to create a safe online environment covering content，和腾讯一起为儿童打造专门的内容。

美泰和孩之宝分别约为2%和1%，近年来其销售额增速持续下滑，。