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Lego, Universal Music Group unveil AR music video experience Lego Vidiyo

The Lego Group and Universal Music Group (UMG) have unveiled the first range of products for AR music video experience, Lego Vidiyo.

lego vidiyo

Lego Vidiyo brings together physical and digital play, with special effect BeatBits and music-inspired minifigures coming to life via augmented reality (AR).

William Thorogood, VP and executive producer of Lego Vidiyo, the Lego Group, said: “Play and music are both universally appealing and have a fundamental impact on the development of children.

“With Lego Vidiyo we can now provide a kid-safe space for children to express their playful creativity through music video making to develop these new skills.”

Minifigures come to life in AR

Products are designed to be played with alongside the free Vidiyo app. Children can direct, produce and star in their own music videos.

The first range of Lego Vidiyo includes BeatBoxes, Bandmates and BeatBits. The BeatBoxes hold a minifigure inspired by a certain music genre. They also come with two special BeatBits and 14 random BeatBits.

BeatBoxes can carry up to 16 BeatBits, and have a customisable building plate to decorate with Lego tiles. Lego has also released 12 Bandmates, or music-inspired minifigures.

BeatBits awaken when scanned by the Vidiyo app. There will be around 30 songs on the app from UMG’s artists, with new tracks added regularly. The songs have been programmed to work intuitively with the BeatBits.

Users should download the free Vidiyo app

lego vidiyo

Children using Lego Vidiyo can download the app, select the music, scan the minifigures and BeatBits and watch as they’re made real through AR.

“Music goes hand in hand with creativity and plays a role in a child’s development, all these new products, BeatBits and characters will inspire young people as they discover music, artists and new sounds from around the globe,” said Joshua Burke, VP of strategic marketing and global partnerships, UMG.

“While expanding their creative and technical skills and having fun – children will be learning, experimenting and expressing themselves in their very own music videos.”

Universal Music Group and Dakia U-Ventures recently announced the launch of UMUSIC Hotels, a series of global music-based experiential hotels.

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Bea Mitchell

Bea is a journalist specialising in entertainment, attractions and tech with 10 years' experience. She has written and edited for publications including CNET, BuzzFeed, Digital Spy, Evening Standard and BBC. Bea graduated from King's College London and has an MA in journalism.

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