(Bloomberg) -- Lego A/S has partnered with Tencent Holdings Ltd. to offer videos for the Chinese market, the latest effort by the Danish maker of toy building blocks to stay relevant in the digital age.
Lego on Friday launched more than 500 videos on Hong Kong-based Tencent's web page, mobile applications and TV platforms, the toymaker said in a statement.
Read more about Lego's digital push
An estimated 177 million kids under the age of 19 now use the internet in China, according to the statement.
To contact the reporter on this story: Christian Wienberg in Copenhagen at cwienberg@bloomberg.net
To contact the editors responsible for this story: Tasneem Hanfi Brögger at tbrogger@bloomberg.net, Nick Rigillo
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