Toy maker Lego is entering a partnership with Chinese behemoth Tencent to develop and publish games and potentially a social network for the China market.

As reported by Reuters, the deal is hoped to create a safer online environment for children in China. While a social network will be considered to hit this target, it is not set in stone yet.

The deal will also see Tencent creating a Lego-specific video zone on its video platform. The two will also work on publishing Lego Boost in China, a kit which allows children to build creations and teach them code.

Creative ways of reaching children

"What we are looking for now with Tencent is just to find more creative ways of reaching children, and creating bespoke content with Tencent, in this case, video games," Lego head of China Jacob Kragh.

Tencent also very recently partnered with Ubisoft to bring casual titles from the latter's subsidiary Ketchapp to Weixin's mini-game app. The deal appears to have come about following Tencent supposedly cloning one of Ketchapp's biggest games for the platform.