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Danish Lego-brand toys manufacturer, The Lego Group, has built up a strategic partnership with Chinese Internet giant Tencent to cooperate in areas of content, games and social networking, Yicai.com reported.

Sun Zhonghuai, vice president of Tencent, said the demographics of  Internet users around the world tend to be younger, while in China, users under the age of 18 account for 22.5, a significant proportion.

Thus, the two companies aim to provide Chinese children with interesting and positive digital content, to support their study and development.

For example, they are considering setting up a Lego video zone for children on the Tencent video platform.

The cooperation indicates that Lego is accelerating its digital development in China.

“We think the Chinese market has great potential in digital businesses,” said Jocob Kragh, general manager of Lego China. “We will work closely with Tencent in gaming development.”