By Jem Aswad Senior Music Editor Universal Music Group and the Lego Group today announced an exclusive global partnership entailing product, experiences and more that will enable children around the world to explore their creativity through play, by expressing themselves through music, according to the announcement.
The partnership is based around the development of a new suite of Lego products launching in 2021, “created to encourage and inspire the next generation of musicians, creatives and fans,” the announcement reads. “This positive and playful initiative aims to reinforce child development and harness the mental and creative benefits of music and Lego play.” To that end, UMG will bring to the partnership “both local and global
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