Lego's Fortnite Collaboration Is a Masterclass in Fan Engagement

The metaverse experience has been 18 months in the making

Announcing! Brandweek is headed to Phoenix, Arizona this September 23–26. Join us there to explore the future of marketing, discover cutting-edge strategies and network with the best in the business.

As 2023 comes to an end, Lego and Epic Games finally unveiled what their kid-friendly metaverse will look like.

A full 18 months in the making, the branded Lego edition of Fortnite is being described as a multiplayer “survival crafting game.” It will be released Dec. 7, intended as a fun and safe digital space for children and their families. The game will be available on all video game devices where people can play Fortnite.

The collaboration pushes the Danish brick maker further into the digital realm, just months after it launched online loyalty program Lego Insiders in August.

Fortnite counts more than 400 million registered users and around 80 million active players each month, showing the sheer scale of audience Lego could potentially reach through Lego Fortnite.

AW+

WORK SMARTER - LEARN, GROW AND BE INSPIRED.

Subscribe today!

To Read the Full Story Become an Adweek+ Subscriber

View Subscription Options

Already a member? Sign in