The LEGO Group and Epic Games team up to build a place for kids to play in the metaverse

LEGO and Epic Games' partnership release, useful for how it gives each CEO exactly one quote and each company its own boilerplate.

The release, as issued

513 words, copied from lego.com on Sep 22, 2026. The text belongs to LEGO Group / Epic Games.

The LEGO Group and Epic Games team up to build a place for kids to play in the metaverse

April 7, 2022

BILLUND, DENMARK: The LEGO Group and Epic Games today announced they are entering a long-term partnership to shape the future of the metaverse to make it safe and fun for children and families. The two companies will team up to build an immersive, creatively inspiring and engaging digital experience for kids of all ages to enjoy together.

The family-friendly digital experience will give kids access to tools that will empower them to become confident creators and deliver amazing play opportunities in a safe and positive space.

Niels B Christiansen, CEO of the LEGO Group said: “Kids enjoy playing in physical and digital worlds and move seamlessly between the two. We believe there is huge potential for them to develop life-long skills such as creativity, collaboration and communication in both. We have a responsibility to make digital play safe, inspiring and beneficial for all, and just as we’ve protected children’s rights to safe physical play for generations, we are committed to doing the same for digital play. We look forward to working with Epic Games to shape this exciting and playful future.”

Tim Sweeney, CEO & Founder, Epic Games said: “The LEGO Group has captivated the imagination of children and adults through creative play for nearly a century, and we are excited to come together to build a space in the metaverse that’s fun, entertaining, and made for kids and families.”

As the Metaverse evolves, it is reshaping how people meet, play, work, learn and interact in a virtual, 3D world. The LEGO Group and Epic Games will combine their extensive experience to ensure that the next iteration of the internet is designed from the outset with the wellbeing of kids in mind.

Epic Games has expertise in building creative tools and immersive worlds that are open and accessible to players and developers everywhere. It is at the forefront of popular culture, creating experiences that connect people through gaming, music, creativity and social collaboration. Epic Games is also committed to enabling developers to create age-appropriate experiences online and in 2020 acquired SuperAwesome, a company which has pioneered technology designed to deliver safe digital engagement with children under 16.

For 90 years the LEGO Group has inspired generations of children through play and the endless creative possibilities of the LEGO brick, which remains the core of its business. The company is also a leader in defining safe digital play experiences for children including the development of an industry-standard Digital Child Safety Policy with UNICEF and the 2016 launch of LEGO Life, the first live moderated social app for children.

The LEGO Group and Epic Games have agreed to three principles which will ensure the digital spaces they develop deliver engaging play opportunities safely. They are:

- Protect children’s right to play by making safety and wellbeing a priority.

- Safeguard children’s privacy by putting their best interests first.

- Empower children and adults with tools that give them control over their digital experience.

Dateline as issued: BILLUND, DENMARK

Headline

The LEGO Group and Epic Games team up to build a place for kids to play in the metaverse

Naming both companies and the concrete deliverable instead of the vague word partnership tells a reader exactly what is being built.

Lead paragraph

The LEGO Group and Epic Games today announced they are entering a long-term partnership to shape the future of the metaverse to make it safe and fun for children and families.

The deal type, the space, and the stated value all land in one sentence, a compact model for any two-company announcement.

Quote

Kids enjoy playing in physical and digital worlds and move seamlessly between the two. We believe there is huge potential for them to develop life-long skills such as creativity, collaboration and communication in both. (Niels B Christiansen, CEO of the LEGO Group)

One CEO's quote explains the why behind the deal, leaving the other company's quote to supply a different kind of support.

Quote

The LEGO Group has captivated the imagination of children and adults through creative play for nearly a century. (Tim Sweeney, CEO & Founder, Epic Games)

The partner's CEO lends legitimacy by praising the other company's history rather than repeating the first quote's point, showing how paired quotes should each do different work.

Boilerplate

For 90 years the LEGO Group has inspired generations of children through play and the endless creative possibilities of the LEGO brick, which remains the core of its business.

Each company gets its own separate boilerplate paragraph, the standard way a release credits two organizations equally.

Each passage above is quoted from the release; the note under it is this site's reading.

Why it works

The headline names both companies and states the concrete deliverable rather than the vague word partnership alone, so a reader knows what is actually being built.
The dateline anchors the release at one partner's historic home base, signaling which company is leading the release even though the other is an equal partner in the deal.
The lead sentence packs in the deal type, the space, and the stated value into one sentence.
Each CEO gets exactly one quote doing different work, one explains the why while the other supplies legitimacy, showing how paired quotes should not repeat the same point.
Both companies get their own separate boilerplate paragraph rather than one shared paragraph, the standard way a release credits two organizations equally.
The release commits to stated child-safety and privacy principles rather than only touting the business opportunity, since it was announced amid heavy public scrutiny of children's online safety in gaming and virtual worlds.

A prompt to write one like it

Paste this into the AI tool you use, then answer its questions with your own facts. It copies the structure, not the wording.

Write a press release for [YOUR COMPANY] announcing [YOUR NEWS]. It is a Partnership release.

Model it on the structure of LEGO Group / Epic Games's release "The LEGO Group and Epic Games team up to build a place for kids to play in the metaverse", without copying its wording.

Structure, in this order:
1. Headline
2. Dateline
3. Lead paragraph
4. Quote
5. Details
6. Boilerplate

Techniques to apply:
- The headline names both companies and states the concrete deliverable rather than the vague word partnership alone, so a reader knows what is actually being built.
- The dateline anchors the release at one partner's historic home base, signaling which company is leading the release even though the other is an equal partner in the deal.
- The lead sentence packs in the deal type, the space, and the stated value into one sentence.
- Each CEO gets exactly one quote doing different work, one explains the why while the other supplies legitimacy, showing how paired quotes should not repeat the same point.
- Both companies get their own separate boilerplate paragraph rather than one shared paragraph, the standard way a release credits two organizations equally.
- The release commits to stated child-safety and privacy principles rather than only touting the business opportunity, since it was announced amid heavy public scrutiny of children's online safety in gaming and virtual worlds.

Avoid: The page carries no visible media contact block, so as a template it is missing the one section, a press contact name, phone, and email, that a writer would need to make the release usable for real press follow-up.

Ask for any missing facts instead of inventing them.
Do not invent quotes or numbers.
Keep it under 500 words.
Use plain, direct language.
End with ###.

Or start from the blank

The partnership template has the same parts in the same order. Fill it in on the page and download it.

Fill in the partnership template

Written it? Now it has to reach someone.

Three free and five paid distribution services, compared side by side, with what each is good for and what it is not.

Need to distribute a PR?