SEATTLE: In a marriage of Internet clicks and toy building bricks, Microsoft
Corp. and Lego Co. said on Wednesday they are teaming up to create Lego games
and content for the software company's MSN network and upcoming Xbox video game
console.
The deal marks another step in Microsoft's drive to build its MSN Internet
business into a serious contender with America Online Inc.'s industry-leading
service.
It also marks a further push by Lego to inject high-tech trends like
computers and robotics into its line of colorful building blocks that children
and hobbyists have used since the 1930s to create everything from toy cars to
spaceships.
"From a strategy perspective, this is an example of a number of
alliances we've been working on around MSN to bring new content, partners and
brands to the network," Rick Belluzzo, Microsoft's vice president of
personal services and devices, said in an interview.
"It will use Microsoft technology to bring the Lego experience of
creativity, excitement and learning to the Web," Belluzzo said.
The broad partnership would see Lego advertise across MSN as well as create
programs and games for the network's section for children. Lego would also
create games for the Xbox, Microsoft's highly anticipated video game machine due
out this fall, Belluzzo said.
The Denmark-based company will also roll out new Microsoft software and
services throughout its business, perhaps giving Microsoft an important showcase
for its .NET initiative that aims to tightly weave the Internet into its
products.
Financial terms of the partnership were not disclosed, but Belluzzo said it
would be an "over-arching relationship. There could be money or technology
changing hands. Each aspect of the relationship has a different financial
component."
Microsoft's MSN has also recently struck deals with the Walt Disney
Interactive Group, Viacom Inc.'s Nickelodeon kids cable television network, and
espresso empire Starbucks Corp.
(C) Reuters Limited 2001.