MSN, Lego Build Together
The latest online marriage joins clicks with
toy building bricks, as Microsoft Corp. and
family-owned Lego Co. announced a union to create Lego games and
content for Microsoft's MSN network and the recently unveiled
Xbox video game console.
The partnership is aimed at MSN's aggressive approach to contend
directly with America Online Inc. as a content
provider and furthers Lego's entry to the high-tech toy trend.
The partnership will see Lego advertise across MSN and create
programs and games for the online network's kids' section. Lego
is also expected to create games for Microsoft's new Xbox, due
to be released in the fall.
The MSN complex recently struck deals with the Walt Disney
Interactive Group, Nickelodeon kids cable television network,
and espresso dealer Starbucks Corp.