Lego Fortnite has been rated E10+, meaning it’s geared towards kids aged 10 and over. Other gaming titles in this category can contain language or violence that might be inappropriate for younger players.
Some guardrails will be provided through ParentGraph, a product developed by Epic’s ad arm SuperAwesome, which has over 11.3 million sign-ups. The tools let parents opt into a network of verified guardians without having to constantly provide verification details each time a child in their household wishes to join one of the brand’s online games.
Once the parent has joined, they can manage permissions for their child to access online experiences.
Dress for adventure with new LEGO Styles of your favorite Fortnite outfits!
Check them out in your Fortnite in-game Locker and the Item Shop now. Learn more: https://t.co/gMabemu810 pic.twitter.com/Cz97s2vJWD
— LEGO (@LEGO_Group) December 3, 2023
“The future of the internet needs to consider young audiences,” said Lego-owned technology business SuperAwesome’s founder Dylan Collins, speaking to Adweek in November 2022.
“We have an opportunity, as we begin to see the emergence of the metaverse, to build and think about all of the areas that really haven’t been fixed and haven’t been addressed in the internet to date.”
Anticipating Lego’s future
Zoe Scaman, founder of strategy studio Bodacious, said the exciting unveiling of Lego Fortnite was both “unique and expected.”
“[Lego’s] partnership with Epic was never going to enter into Fortnite proper as it would never have ticked those positive play boxes,” she said. “Instead, [the pair] had to create something separate to embed and test out new guidelines and hypotheses around what positive play could look like in a virtual gaming arena.”
She added: “[Lego] has also pushed Epic to introduce age-gating far faster than they potentially would have without the [the brand’s] partnership and investment.”
Anticipation is mounting for the launch. Lego Fortnite’s official X (formerly Twitter) account has already gained 145,000 followers just days since it was launched. It is also set to have official accounts on TikTok, YouTube, Facebook and Instagram.
Ahead of its debut, Lego is encouraging fans to sign up to join its Insiders program to receive a special new style for the Fortnite character Explorer Emilie, who has been adapted from the main game. Epic Games account holders will also be able to link this to their Lego account.
“Whilst this first collab is a big move, we can bet that it won’t be their last, especially after the Lego family participated in Epic’s recent giant funding round via their investment company, Kirkbi, to the tune of a rumored $1 billion. So only time will tell just how ambitious and game-changing (pun intended) this could be,” said Scaman.
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