A Lego recently announced the augmented reality app called Video, made in partnership with Universal Music Group. The app will be launched in most countries where the brand is present on March 1st of this year. It will allow children to create their own music videos, similar to what we already see on TikTok.
Using Lego's well-known method of inspiring creativity through its pieces and the partnership with the record label, children aged 7 to 10 (i.e. below TikTok age range) will be able to use small pieces called “BeatBits”. Despite the name, they are simple Lego pieces, with 2×2 squares, but the magic happens when they are scanned into the app.
These will be the Beatbits, which will be used to give the augmented reality effects of Lego Vidiyo. Image: Lego / Disclosure
How does Lego Vidiyo work?
When scanned by the app, the pieces will release digital effects that can be manipulated by children, who can use them to compose their own music video. Lego announced that these effects can include confetti showers, x-ray vision or glow effects.
Lego Vidiyo promises to let kids create their own music videos. Image: Lego / Disclosure
It looks a lot like the filters we see on TikTok itself or on Stories, right? It's no coincidence, since the intention is precisely to allow children to have fun recording their own music videos. In addition, Lego also wants to protect children's privacy. According to the company, all content from the augmented reality app will be moderated before being aired on Vidiyo.
So, if the content contains any personal information about the child (including their face), it will not be posted to public feeds. However, the videos will still be stored locally in case the child wants to share their clips with family or friends.
In addition to the filters mentioned, Beatbits will also release sound effects that can be used in videos. Some examples of these are sounds of musical instruments or funny voices. Music will be released from the beginning, due to the partnership with the music arm of Universal Music. Clips can be up to 60 seconds long.
Julia Goldin, Chief Product & Marketing Officer at the Lego Group, said: “Research shows that more than three-quarters (79%) of parents around the world want their children to have greater confidence in their creative abilities, so we’re launching Lego Vidiyo to make that a reality.”
And you, what did you think of the Vidiyo app and Lego Beatbits?
Image: Lego / Disclosure