乐高与腾讯联手：两大巨头打造玩具+互联网帝国

BEIJING/COPENHAGEN (Reuters) - Danish toymaker Lego is teaming up with Chinese internet giant Tencent Holdings Ltd to jointly develop online games and potentially a social network aimed at Chinese children.

路透社北京及哥本哈根报道--丹麦玩具制造商乐高联手腾讯，共同开发在线游戏和可能专注于中国儿童的社交网络。

Privately-owned Lego has seen a slowdown in sales growth in recent years, but the Chinese market has been a bright spot with sales growing 25-30 percent in 2016.

近年来私人企业乐高的销量长势下滑，但是中国市场形势却一片大好，2016年销量增幅达25-30%。

It is competing with Barbie maker Mattel Inc and Hasbro, the firm behind My Little Pony, for a slice of the $31 billion toys and games market in China.

乐高的和美泰公司以及坐拥小马宝莉的孩之宝共同竞争中国价值310亿美元的玩具与游戏市场。

Lego said on Monday the partnership with Tencent, China’s biggest social network and gaming company, aimed to create a safe online environment covering content, platforms, and experiences tailored for Chinese children.

周一，乐高公司宣布与中国最大的社交网络与游戏公司腾讯达成合作伙伴关系，旨在为中国儿童量身打造融内容、平台以及体验于一身的安全网络环境。

"What we are looking for now with Tencent is just to find more creative ways... (of) reaching children, and creating bespoke content with Tencent, in this case, video games," Jacob Kragh, head of Lego in China, told Reuters on Monday at joint event with Tencent in Beijing.

乐高中国区总裁雅各布·克雷格于周一在北京出席与腾讯的合作会议，他这样告诉路透社：“我们将和腾讯公司一同为中国儿童提供更多创意，创造更多定制内容，具体来说就是电子游戏”。

The partnership includes developing a Lego video zone for children on the Tencent video platform, as well as developing and operating Lego branded licensed games, the toymaker said.

乐高公司表示，合作伙伴关系内容包括在腾讯视频平台为儿童设立乐高视频板块，开发并运营经乐高授权的相关游戏。

It also includes LEGO BOOST - a building and coding set that lets children turn their brick creations into moving objects - and will explore developing a joint social network for children in China.

其他内容还包括推广LEGO BOOST，这是一套供儿童将玩具组块变为可移动物体的编程包，以及同腾讯一道探索为中国儿童打造社交网络。

Tencent is Asia’s most valuable company with a market capitalisation of $537 billion

腾讯的市场估值达到5370亿美元，是亚洲市值最高的公司。

Last year, Mattel struck deals with Chinese e-commerce giant Alibaba Group Holding Ltd and online content developer BabyTree to sell interactive learning products based on its Fisher-Price toys.

去年，美泰和阿里巴巴以及网络内容开发商宝宝树达成协议，销售基于旗下费雪品牌系列玩具开发的交互式学习产品。

Lego has about a 3 percent market share in China, followed by Mattel and Hasbro with around 2 percent and 1 percent, respectively, according to Euromonitor International.

欧睿信息咨询公司的数据显示，乐高在中国占据了3%的市场份额，紧随其后的是美泰与孩之宝，两者市场份额分别为2%和1%。

In November 2016, Lego opened a factory in Jiaxing, China, which it expects to produce 70-80 percent of all Lego products sold in Asia.

2016年11月，乐高在中国江西省建立了一家新工厂，该厂产品有望达到亚洲地区销量的70-80%。