Julia Goldin, chief product and marketing officer at the LEGO Group, says the new augmented reality app provides ‘a new canvas for kids to creatively express themselves’
➨ The brand and technology partnership aims to support the launch of a new suite of LEGO products coming to market this year
➨ LEGO VIDIYO enables children aged 7 to 10 to edit videos featuring LEGO elements and minifigures, as well as contemporary and classic music from Universal Music Group artists
➨ The app’s challenges are designed to help young creators transform their videos
LEGO and Universal Music Group are launching an augmented reality video maker app to inspire children’s creativity and passion for music.
The brand and technology partnership, agreed last year, aims to support the launch of a new suite of LEGO products coming to market this year, which are designed to encourage and inspire the next generation of musicians, creatives and fans.
Lanuching on 1 March, the app, LEGO VIDIYO, will enable children aged 7 to 10 to edit videos featuring LEGO elements and minifigures, as well as contemporary and classic music from Universal Music Group artists.
The app offers a high level of customisation and editing, allowing users to control everything from video and music styles to scene effects. These are unlocked through interaction with scannable ‘BeatBits’, a set of decorated 2×2 square LEGO elements.
Its augmented reality capabilities means any scannable location can serve as the stage, and users will be able to play with minifigures that serve as band members in real-life scale and at a super-sized scale.
Sixty-second performances can be trimmed down to 5-, 10-, 15- or 20-second clips that can be shared via the app feed. LEGO stresses that the feed will be heavily moderated, with any content featuring personally identifiable information, such as children starring in the video, likely to be blocked.
Unapproved content can be stored locally in-app, to be enjoyed in-person with friends or family members.
LEGO says the app’s challenges are designed to help young creators transform their videos from simple performances to exciting and dynamic productions, while ensuring they take full advantage of the wide range of features it has to offer through the new BeatBits product range.
‘Children around the globe will be able to express themselves’
Julia Goldin, chief product and marketing officer at the LEGO Group, says: “We want to feed the imagination of the next generation of creatives, providing a new canvas for kids to creatively express themselves.”
Goldin adds: “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.”
Olivier Robert-Murphy, executive vice president at Universal Music Group and Brands, says: “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.”
“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.”