(Yicai Global) Jan. 16 -- Danish toy maker The Lego Group and Tencent Holdings Ltd. said that they will that they will cooperate on content, games and a kid-friendly social network called Lego Life to introduce suitable digital experiences to Chinese children in a bid to promote safe online play.

The two groups will create a Lego zone for kids on Tencent's video platform to encourage learning by playing. They will develop, publish and distribute fun and creative child-appropriate games.

The duo will play to their respective resource advantages to explore the feasibility of collaborating in other areas.

"We are very pleased to form the partnership with Tencent," said Lego China General Manager Jacob Kragh. "We've seen more and more Chinese children engage with the world digitally, and the partnership will bring them safe and imaginative digital Lego content that also supports their needs of learning, development and entertainment."