MSN enlists Lego to create content

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.