Last April, Lego announced it was partnering with Epic Games to create a metaverse experience for children. Now, the toy company is attempting to expand its metaverse staff. Recently Lego posted job listings for a senior portfolio manager, a senior marketing manager and a creative lead for interactive experiences. The Creative Lead listing, which involves working on Lego’s metaverse experience, is no longer on the site. This is likely due to the company receiving a satisfactory amount of applications.
“Kids enjoy playing in digital and physical worlds and move seamlessly between the two. We believe there is huge potential for them to develop life-long skills such as creativity, collaboration and communication through digital experiences,” said The Lego Group CEO Niels B Christiansen about its partnership with Epic last year.
Upon first announcing its upcoming metaverse experience, the company claimed it would not use NFTs. However, since then, Creative Director at Lego, James Gregson, has stated that the company may utilize NFTs as collectibles for its adult audience.
Lego and Esports
Lego recently introduced its first esports-themed Lego set. The set features an esports tournament truck and two gaming computer stations. Whether a metaverse-themed Lego set will follow is yet unknown.
However, the company is known for its physical toy blocks that require children to be fully present in the real world. How the company will meld its physical-world-based brand with a metaverse experience remains to be seen. Previously, the company partnered with Snapchat to launch its co-building AR experience. So perhaps the key is to merge the virtual and physical worlds rather than a full-on Lego metaverse.
An Epic Fine
Lego’s metaverse partner Epic Games is now facing a $520 Million fine from the FTC due to violating the Children’s Online Privacy Protection Act, $245 million of which will be given as refunds to users who were tricked into making purchases. Despite the allegations, Fortnite remains one of the most popular metaverse platforms