Universal Music Partners with LEGO to develop music-inspired product line
In a recent press release, Universal Music Group (UMG) announced a global partnership with The LEGO Group in relation to an upcoming product line. Set to launch in 2021, the “new suite of LEGO products” will target the next generation of musicians and fans alike, aimed to “reinforce child development and harness the mental and creative benefits of music and LEGO play.”
With a vast catalog of historic music and current roster of globally renowned A-listers including Ariana Grande, Drake, and Kanye West—to name a few—UMG will grant LEGO access to an arsenal of musical inspiration, proving to be an exciting opportunity for the company working to “inspire and develop children through play since 1932.”
While details on the upcoming plans are sparse, Oliver Robert-Murphy, UMG’s Global Head of New Business, said the partnership “will provide a new interactive way of inspiring the next generation of fans and creative visionaries.”
LEGO Group’s CMO, Julia Goldin, added that the partnership “will see us celebrate the power of merging music and the LEGO System in Play, providing children with a whole new way to creatively express themselves by bringing to life music in their own world, their own way.”
This is just one of UMG’s many efforts to adapt in these uncertain times and give back to society. According to a report by Billboard, children’s music has seen an overall uptick in streaming since stay-at-home mandates began. Additionally, the conglomerate announced an assistance plan to those affected by COVID-19 in the music industry.
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