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. This positive and playful initiative aims to reinforce child development and harness the mental and creative benefits of music and Lego play. Lego Group CMO Julia Goldin added, “We know music is a huge passion for so many children, it has an incredible ability to engage and unite children and their families, just like the Lego brick. This partnership will see us celebrate the power of merging music and the Lego System in Play, providing children with a whole new way to creatively express themselves by bringing to life music in their own world, their own way.” 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. Universal Music Group global head of new business Olivier Robert-Murphy commented: “Music plays an integral part in every child’s life from the moment they are born and throughout their development. Across the decades, children have continued to explore this passion via vinyl, radio, cassette, music videos, CD’s and streaming. Now through the partnership between the Lego Group and UMG, we will provide a new interactive way of inspiring the next generation of fans and creative visionaries.” The two companies have previously collaborated on Jurassic World: The Secret Exhibit and a 13-episode mini-series entitled Lego Jurassic World: Legend of Isla Nublar.