Brick toy maker the LEGO Group this summer has introduced its Build and Talk activities, a program to help parents and their children in China understand potential online safety risks and equip them with the skills to navigate these hazards.

A research conducted by the group on digital networks highlights that online safety is a primary concern for parents globally, with heightened awareness as children grow older.

According to the research, Chinese parents, in particular, are anxious about excessive screen time, harmful content, and poor information.

This program, conducted online for several years, has introduced eight resource packs covering six major themes: cyberbullying, screen time, online safety, digital footprints, false information, and privacy safety.

This year marks the first time the group has extended Build and Talk to offline practice, debuting at the summer camp for children of employees at its factory in Jiaxing, Zhejiang province, in July.

Employees whose families live in another city are offered an opportunity to play with their children during the camp, and to learn together about online safety through close interaction and hands-on experiences.

Meanwhile, the company will host Build and Talk activities in several cities nationwide, inviting more families and children to participate in this online safety campaign.

Yolanda Gu, director of social responsibility of LEGO China, said: "As a company that puts children at the heart of everything we do, we hope that through Build and Talk, more parents can help their children recognize the omnipresent online safety issues and learn key skills to handle online risks, growing into responsible 'digital' citizens."