As our world continues to change in ever-interesting ways Universal Music Group and Lego have unveiled a partnership encompassing products, experiences and more that will enable children around the world to explore their creativity through combined play with toys and music.

The fresh and exciting partnership is based around the development of a brand-new suite of Lego products launching in 2021, “created to encourage and inspire the next generation of musicians, creatives and fans,” a statement reads. “This positive and playful initiative aims to reinforce child development and harness the mental and creative benefits of music and Lego play.” Toward that end, UMG will bring to the partnership “both local and global superstars, along with an unrivaled catalog of recorded music and publishing, covering all genres and languages, to the Lego Group programs.” Full details are not yet available, but fans of both brands can imagine how interesting a Billie Eilish or The Weeknd Lego character would be.

As music has been a large part of the “Lego Movie” series – including the Tegan & Sara performed, signature song “Everything Is AWESOME!!!” from the first film – this collaboration seems like a natural visual and auditory alliance.

With respect to the partnership, LEGO Group CMO, Julia Goldin says, “We know music is a huge passion for so many children, it has an incredible ability to engage and unite children and their families, just like the LEGO brick. This 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.”

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Photo: mrgarethm