Danish iconic toy and collectible figures company, Lego Group, is ready for its official entry into the metaverse. According to a report published by the Financial Times and disseminated by other means, Lego will join forces with Epic Games, the video game producer behind Fortnite, to develop a virtual world that allows them to reach new markets.
Lego CEO Niels Christiansen stated that the idea is to create a space for the brand in the metaverse so that it is also recognized in these new spaces.
The collaboration between Lego and Epic Games is not new, as both companies funded the creators of Fortnite in 2021 to create a safe and secure platform for children.
Lego has been hiring staff to develop software and digital experiences. With their extensive experience and recognition in popular culture, video games, movies, and figure making, they may be able to create a more immersive and engaging experience for the metaverse.
Although the metaverse is very attractive, it still does not show a level of development that is attractive to potential users. This initiative could refresh the idea of the metaverse and make it more attractive to everyone.
(Reference image source: Daniel K Cheung, Unsplash)
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