Lego Engages Kids With New Immersive Fortnite Game

Eighteen months in the making, Lego’s Fortnite “survival crafting game” will officially become available to all users age 10 and up on all video game devices that allow Epic Games’ metaverse gaming platform.

The multiplayer game will reportedly provide a kid and family-friendly environment that encourages “creativity, experimentation and collaboration through play.”

“We are excited to come together to build a space in the metaverse that’s fun, entertaining, and made for kids and families,” Epic CEO and founder Tim Sweeney said in a statement back in April 2022, when the companies first announced their partnership.

Since then, Epic has released 1,200 Lego skins in its own Fortnite game, which launched its new season over the weekend. Not much else is known about the Lego Fortnite game, which will premiere on December 7.



But Lego’s collaboration with the game could be a game-changer in terms of reaching a wider audience, as Fortnite currently has over 400 million registered users and about 80 million active players every month. 

Aside from investing over $1 billion dollars into Epic Games for this metaverse experience, Lego has also been working to move beyond its reputation as a physical toy brand and develop consumer loyalty through a host of digital programs, like its Lego Insider online loyalty program, which debuted in August.

The Danish company has seen a 10% growth in brand value year-over-year and currently ranks 59th on a list of top 100 global brands devised by Interbrand’s Best Global Brands research for 2024.

By premiering on Fortnite, Lego is betting that users have moved past last year’s FTC fine of $520 million against Epic Games for using “dark patterns” to trick younger users into making in-game purchases, and for violating the federal children’s privacy law.

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