LEGO and new metaverse news. In April 2022, LEGO was collaborating with Epic Games to create a metaverse experience. The toy business has filed job advertisements in Denmark for a senior marketing manager, a senior portfolio manager, and a creative lead for interactive experiences within its GAME division, which incorporates the metaverse, in the past few weeks.
The Creative Lead ad has been withdrawn, presumably because the position has been filled or because there were sufficient candidates. Last year, when the LEGO metaverse concept was revealed, the business stated that NFTs would not be included in the product at this time and that the company would emphasize the well-being of children inside the experience.
Future plans for LEGO
During an interview, LEGO’s Creative Director James Gregson stated that NFTs may be used for LEGO’s adult collector-oriented audience. NFTs are unlikely to be utilized to restrict access to a part of any metaverse experience due to the metaverse’s purposeful emphasis on being inclusive rather than exclusive.
Gregson emphasized LEGO’s unique position as a manufacturer of physical toys. A unique selling factor is that it is a physical object that distracts kids from their iPads. How will this be balanced with a metaverse encounter? The objective is to bridge the distance between the physical and digital rather than becoming entirely digital.
LEGO has taken earlier steps in this respect. For instance, it launched an augmented reality experience in collaboration with Snapchat. And with 140 million Minecraft users, there is certainly a demand. While LEGO sells physical versions of Minecraft, the game was not created by the company. In 2014, Microsoft acquired game developer Mojang for $2.5 billion.
Kirkbi, the LEGO family investment company, invested $1 billion in EPIC games shortly after LEGO announced it will construct a metaverse experience with Epic games.
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