The LEGO Group and Chinese internet provider Tencent have partnered to protect digital child safety.

Safe online play experiences have become a vital issue for parents and society in China as children spend more time in the digital landscape (children and adolescents under 18 account for an estimated one in three internet users around the world, according to UNICEF).The partnership includes the development of a LEGO video zone for children on the Tencent video platform, development, publication and operation of LEGO branded licensed games.

Designed to comply with the LEGO Group Digital Child Safety Policy, developed with input from UNICEF and Tencent’s “Penguin Grow with You – Child Protection in Digital Age” framework and “Growth Guardian Platform”, the partnership aims at creating a safe online eco-system covering platforms, contents and experiences tailored for Chinese children. Inspired by UNICEF’s Child Online Protection Guidelines, the LEGO Group launched its revised Digital Child Safety Policy in 2016 covering requirements in content, parental controls, dealing with abuse/misuse, dealing with child sexual abuse content/illegal contact, privacy and controls as well as safety awareness.

Anna Gao, vice president of Tencent Games, noted “Faced with the tendency of lower age in internet users, the cooperation between the LEGO Group and Tencent can leverage technological and innovative means to build a healthy online environment for children.”

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