The long-awaited partnership between Lego and Epic Games, the creators of the popular game Fortnite, has been officially announced.
The confirmation came during a presentation at the Cannes Lions International Festival of Creativity, where Epic President Adam Sussman and Lego Global Chief Product and Marketing Officer Julia Goldin shared the news.
This collaboration signifies Lego’s foray into the Fortnite metaverse, as the company aims to expand and grow in the digital world. As a brand beloved by children worldwide, Lego will prioritize child safety by implementing age gating, data privacy measures, and ensuring a no pay-to-win policy, while allowing parents access to their children’s data.
While specific details about the collaboration have not been disclosed, it has been revealed that the focus will be on the Creative aspect of Fortnite rather than the Battle Royale mode. A comprehensive “brick database” suggests that players will have the opportunity to build their own blocky worlds within the game.
During the Cannes Lions presentation, hints were dropped about the inclusion of Lego characters in Fortnite. These characters may appear as non-playable characters (NPCs), or in various other forms.
Rumors about the Lego-Epic Games collaboration first emerged in April 2022, with the shared goal of creating a metaverse specifically designed for children. The objective was to provide an immersive and creatively inspiring digital experience where kids of all ages can explore together.
With the confirmation of this partnership, Lego joins a growing list of brands that have ventured into Fortnite to offer customers new and immersive gamified experiences, while expanding their presence in the virtual world.
Recently, Nike teased an upcoming virtual Air Max sneaker NFT drop in Fortnite, generating significant anticipation among gamers and sneaker enthusiasts. In April, Fortnite teamed up with Coachella to create a unique metaverse activation, allowing users to explore, play minigames, and more. In January, Frank’s RedHot released “The Floor is Flava” game within the Fortnite metaverse, further demonstrating the game’s appeal as a platform for brand engagement and interactive experiences.
