ack in April 2020, Denmark born toy company LEGO made a deal with Universal Music Group to develop a new interactive way of inspiring the next generation of fans and creative visionaries. The deal would centre around the development of a new suite of LEGO products, set to launch in 2021, but further details remained anonymous. 

Now, the companies have announced the release of LEGO VIDIYO, an innovative music video maker experience, similar to short-form video apps like TikTok, but accessed via “a unique mashup” of LEGO elements, minifigures, music, augmented reality and a new app.

LEGO VIDIYO is aimed at children aged 7 -10, and is described as a brand-new way to play that helps children dream big by directing, producing, starring in, and sharing their own music videos, using tracks from across the globe, led by chart hits.

Children can select a song in the VIDIYO app from a range of Universal Music Group artists, including both contemporary chart toppers and instantly recognisable classics. Once selected, the user can put together a band from the collection of new LEGO minifigures, which can be customised in different scales through AR technology in the VIDIYO App.

A collection of special effects can be used including X-ray vision and confetti showers by adding ‘BeatBits’, which are new decorated 2×2 square LEGO elements, which once scanned using a smart device unlock digital effects that let the user control everything from video and music styles to scene effects. Tapping the selected BeatBits in the App triggers dance moves and audio/video effects in a 60 second performance, which can be trimmed down to 5, 10, 15 or 20 second shareable clips.

Video clips can be uploaded to the App’s feed, but only once the content has passed moderation, a great safety feature embedded. LEGO states that “any content featuring personally-identifiable information, such as children starring in the video, will not be approved for App feed upload”.

Universal Music Group and Brands, Executive Vice President, Olivier Robert-Murphy stated: 

“Through this innovative global partnership – with the power of music and play harnessed to support early development of creativity – children around the globe will be able to express themselves as they stage, direct, perform, and share their music videos.” 

Oliver continues: 

“LEGO VIDIYO is a great way for millions of kids to discover new music and get closer to their favourite artists while learning and connecting through play.” 

LEGO Group’s Chief Marketing Officer, Julia Goldin said:

“We want to feed the imagination of the next generation of creatives, providing a new canvas for kids to creatively express themselves.”
“Research shows over three quarters (79%*) of parents globally wish their children had more creative confidence, so we’re launching LEGO VIDYO to help make that happen… We know children are always chasing new ways to experiment creatively, and LEGO VIDIYO is here to help all kids with a passion for music unleash their creativity through LEGO building and music video production. We can’t wait to see what they come up with!”

Julia concluded. 

The first LEGO VIDIYO products will be available in most countries around the world from March 1.

Jan 29, 2021
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