Lego’s Fortnite Collaboration Is a Masterclass in Fan Engagement


As 2023 comes to an end, Lego and Epic Games have finally unveiled what their kid-friendly metaverse will look like.

A full 18 months in the making, the branded Lego edition of Fortnite is being described as a multiplayer “survival crafting game.” It will be released on Dec. 7, intended as a fun, and safe, digital space for children and their families. The game will be available on all video game devices where people can play Fortnite.

The collaboration pushes the Danish brick maker further into the digital realm, just months after it launched its online loyalty program, “Lego Insiders,” in August.

Fortnite counts more than 400 million registered users and around 80 million active players each month, showing the sheer scale of audience Lego could potentially reach through Lego Fortnite.

Lego has spent the past 18 months building audience loyalty via digital programs. It’s also been carving out a more meaningful role in peoples’ lives, positioning itself as more than a toy brand promoting play that helps children develop life skills, but improves mental well-being too.

It’s a strategy that’s working. According to Interbrand’s recent Best Global Brand research for 2024, Lego is number 59 for respondents, with a 10% growth in brand value year-on-year reaching $13,069 billion.

“Businesses which have witnessed a rise in brand value, including Airbnb, Lego and Nike have all transcended their established category norms to play a more significant and meaningful role in society and consumer’s lives,” explained Gonzalo Brujó, global chief executive of Interbrand.

The development of Lego Fortnite has been on the cards since 2022, with Lego Group first investing $1 billion (alongside Sony) into Epic Games to develop a Web3 space for children last April.

Speaking about the partnership earlier this year when she was named Adweek’s Brand Genius Lifetime Award honoree, Julia Golden, Lego’s chief product and marketing officer said “there’s a new internet coming because of technological innovations that will generate a lot more capabilities, tools and opportunities for people to experience things in very different ways from how they’re experiencing them today. We want children to benefit from that.”

1 2 3Next page

Related Articles

Back to top button