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Brief Published: 4 Feb 2021

Lego & Universal Launch Kid-Safe TikTok for Minifigures

Lego and Universal Music Group (UMG) have partnered up on Lego Vidiyo, a video-making and sharing app aimed at under-10s with an augmented reality (AR) phygital play twist.

Vidiyo lets kids create 60-second music videos set to a library of UMG songs. The app uses AR technology to turn Lego bricks into user interfaces. Kids select a minifigure to star in the video and place it on a stage alongside interchangeable 'BeatBit' playing tiles. These illustrated blocks unlock a range of digital AR props and effects. Once they have scanned their physical build into the Vidiyo app, they can start directing their clip, hitting the pre-loaded tiles' digital versions on screen to trigger dance moves for their animated minifigures as well as visual effects at the right time.

Clips can be uploaded into the Vidiyo app's social feed for everyone in the Lego community to see. Lego has said all user-generated content will be moderated before publication, and anything that features identifying information, a child's face (since kids can choose to dance along with AR minifigures), or anything untoward will be blocked from public sharing.

Social connection online is increasingly driven by creative originality and active participation. Toys that bridge the gap between free physical play and digital self-expression help ready kids for tomorrow's communication challenges. While 86% of the UK's Gen Alpha say they use new technology to design, build, and make things (Beano, 2019), Lego's own research finds that 68% of UK kids want more toys that blend physical and digital experiences (Lego, 2019).

For more on how brands are adopting tech-enabled screen-free play, see Kids World: Commerce for Alpha Consumers and Pop Culture for Alpha Consumers.

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