Assassin’s Creed, as you’ve probably noticed, is no longer just a video game series. In the last year, we’ve reported on an Assassin’s Creed board game, an Assassin’s Creed-themed Monopoly, and an Assassin’s Creed Mega Bloks set.

At the GameON Finance conference in Toronto, Ubisoft international brand manager Yannick Spagna explained that Ubisoft doesn’t partner to make these products for any revenue they might bring in, but in order to introduce younger audiences to the Assassin’s Creed brand. In theory, the benefit is that while the Assassin’s Creed video games are rated M for mature by the ESRB (ages 17+), toys like the Mega Bloks set are suitable for ages 10 and up.

“On a big IP, like Assassin’s Creed or that type of game, I think now the idea is to reach a maximum of people, so it’s not about needing advertisement to get additional revenue,” Spagna said during a panel discussion as reported by Gamesindustry.biz. “For big IPs, smart brands are the best partners. They do a line with Mega Bloks together. On their side, it’s nice because toys are looking for the hype around video games. And we are looking for a new audience: kids, children, it’s more like that.”

Spagna also told Gamesindustry.biz that Ubisoft could even create on Assassin’s Creed tailored specifically for children, which he compared to the Lego video games.

Ubisoft recently launched Assassin’s Creed Unity across Xbox One, PlayStation 4, and PC, though the game is still suffering from numerous technical issues. For more on Unity, check out GameSpot’s review and what other critics are saying.