Fortnite Gets Lego-fied in Kid-Friendly Building Pivot

The Clicking Collaboration

After 18 months of partnership percolation, Fortnite maker Epic Games is finally clicking its Lego collaboration into place this Friday with a kid-tailored building game seeking to expand beyond battle royale.

Dubbed Lego Fortnite, the release coincides with Fortnite’s new season launch and introduction of over 1,200 Lego-inspired skins for avid players.

Epic and Lego promise their mashup will “encourage creativity, experimentation and collaboration”, in contrast to Fortnite’s famously tense fights to the death.

 

Epic Games Takes On with Lego Fortnite

The game represents Epic’s biggest stride yet into directly competing with youth gaming titans Minecraft and Roblox through customizable open worlds for pre-teen audiences.

It follows past regulator run-ins over Fortnite’s player safety protections and sale practices impacting its core under-13 demographic.

Alongside the Lego team-up, Epic is also rolling out a Rocket League-style racer from Psyonix called Rocket Racing and a music game called Fortnite Festival from Harmonix, the studio behind Rock Band.

Despite lingering brand association with lightning-paced violence, the three new experiences spotlight Epic’s ambition to stretch Fortnite into a broader gaming springboard.

 

The Way for a Creative and Safe Kids Metaverse!

As online immersive worlds cement status as this generation’s prime pastime, the play for cross-demographic stickiness and youth market longevity makes sense.

Lego Fortnite, in particular, lays vital foundations for a Fortnite Kids metaverse rooted in creativity and safety first.

Even if the iconic bricks merely offer momentary shelter from the core game’s cartoonish conflict, it puts Fortnite pieces in place to court wider audiences through partnerships and experience diversification.