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Universal Music Group and Lego Unveil Exclusive Global Partnership – Variety



Common Music Group and the Lego Group right this moment introduced an unique world partnership entailing product, experiences and extra that can allow youngsters around the globe to discover their creativity via play, by expressing themselves via music, in keeping with the announcement.

The partnership relies across the improvement of a brand new suite of Lego merchandise launching in 2021, “created to encourage and encourage the following era of musicians, creatives and followers,” the announcement reads. “This optimistic and playful initiative goals to strengthen little one improvement and harness the psychological and inventive advantages of music and Lego play.” To that finish, UMG will carry to the partnership “each native and world superstars, together with an unrivalled catalog of recorded music and publishing, protecting all genres and languages, to the Lego Group applications.”

Whereas full particulars of the partnership are usually not instantly obtainable, if it consists of Lego figures of Billie Eilish, Elton John or the Rolling Stones, suffice to say we’re right here for it.

Music, in fact, has been a big a part of the “Lego Film” collection, not least the “Every thing Is AWESOME!!!” signature music from the primary movie, carried out by Tegan & Sara and the Lonely Island.

Olivier Robert-Murphy, World Head of New Enterprise, Common Music Group feedback: “Music performs an integral half in each little one’s life from the second they’re born and all through their improvement. Throughout the a long time, youngsters have continued to discover this ardour through vinyl, radio, cassette, music movies, CD’s and streaming. Now via the partnership between the Lego Group and UMG, we’ll present a brand new interactive manner of inspiring the following era of followers and inventive visionaries.”

On the partnership, LEGO Group CMO, Julia Goldin says, “We all know music is a large ardour for thus many youngsters, it has an unbelievable skill to interact and unite youngsters and their households, identical to the LEGO brick. This partnership will see us rejoice the ability of merging music and the LEGO System in Play, offering youngsters with an entire new technique to creatively specific themselves by bringing to life music in their very own world, their very own manner.”

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