The LEGO Group and Universal Music Group (UMG) had announced an exclusive global partnership in April 2020 aimed to “enable children around the world to explore their creativity through play, by expressing themselves through music.”
The two companies have now announced the details of their partnership: a “playful, innovative music video maker experience designed to celebrate and expand children’s creativity and love of music.”
The new product, called LEGO VIDIYO, is an augmented reality music video app that allows children to direct, produce, star in and share their own music videos. After selecting a song from UMG’s catalogue of artists and songs, children will be able to scan a LEGO Minifigure to star in the video, along with “Beatbits”, 2×2 square products that once scanned unravel digital effects kids can add to their music videos. Children will then be able to dance, create, edit and share their own music videos.
LEGO VIDIYO is set to launch on March 1, and will also include online safety measures, such as parental approval and content moderation.
Featured image: The LEGO Group