Lego Vidiyo

Lego Vidiyo
SubjectMusic videos
Licensed fromUniversal Music Group
AvailabilityMarch 1, 2021 (2021-03-01)–January 31, 2022 (2022-01-31)
Official website

Lego Vidiyo (stylised as VIDIYO) is a discontinued Lego theme and mobile app created by the Lego Group in collaboration with Universal Music Group. Released in March 2021, the product line allowed users to create their own music videos using the augmented reality-incorporated app in a style similar to TikTok.

In July 2021, the Lego Group announced that the theme would go on hiatus while Lego researched ways to improve their play experiences. In January 2022, it was officially discontinued. The Lego Vidiyo app, which was available for both iOS and Android,[1] was discontinued in 2024.

History and features

The first wave of Vidiyo sets

On April 26, 2020, it was announced that the Lego Group had entered a partnership with Universal Music Group to develop a new line of sets that would release in 2021.[2] On January 26, 2021,[3] it was announced that the theme would be Lego Vidiyo, a product line aimed at children ages 7–10 allowing people to create their own music videos by scanning Lego sets and minifigures using a mobile app incorporating augmented reality and music licensed from Universal's library.[4][5][6][7] Early concept art for the theme was created in 2018. The Lego Group met with Universal Music Group that same year at Abbey Road Studios in London, England and discussed the concept with them.[8][9][10]

The individual sets were officially announced on February 16 and released on March 1.[11][12] A second wave of sets were released on June 1.[13] The sets featured minifigures known as Bandmates, singers themed after different music genres, as well as BeatBits, scannable tiles that generate special effects in the app, which could be stored in buildable BeatBoxes, buildable stages for minifigures contained in larger sets. Smaller mystery packs containing different BeatBits and individual Bandmates were also sold.[1][14][11]

App

After constructing sets from the theme, users could a select Bandmate, customize their minifigure, and then pick a name for their band with other characters, before scanning the set with their phone and recording a short music video. Individual BeatBits used with the set added unique effects to the video. Videos could last for up to twenty seconds.[1][14][15][12]

The app contained a social media-style[12][1][16] public feed to which finished videos could be uploaded to. As part of the safety measures included with the app, content went through a moderation system before being publicly available and users could only react with emojis on other's videos.[1][14][17]

Discontinuation

In July 2021, the Lego Group announced that the theme would go on hiatus to respond to feedback in regards to improving the product experience – although the sets still would continue to be sold – with the plan to "pilot some new ideas in 2022, then release new play experiences in 2023 and beyond."[18][19] In January 2022, it was announced that after conducting further research, the Lego Group had made the decision to discontinue all Vidiyo products. The sets were discontinued later that month.[20][21] The Lego Vidiyo app continued to be supported for two more years until it was discontinued in January 2024.[22]

Marketing

As part of the collaboration with Universal Music Group, a record deal was signed with the label Astralwerks. The deal involved the release of a single titled Shake, featuring the virtual singer L.L.A.M.A. alongside singers Ne-Yo and Carmen DeLeon. The character of L.L.A.M.A[a] was specifically created for the Vidiyo line and based on the DJ Llama minifigure from the sets. An ad campaign featuring L.L.A.M.A was also aired alongside The Voice UK. The identity of the singer playing the character was kept anonymous.[23][24][25]

The Vidiyo Music Fest, a three-day event based on the product line, was hosted in Legoland Florida in September 2021.[26][27]

Reception

PCMag gave the app and product line 3.5/5 stars – considered "Good" on the website's rating scale – praising the concept but criticizing the app's limited controls, stating that "it's true creative potential feels a tad stiffled."[1] The Irish Times gave the theme a 4/5 star rating and called the experience "well thought-out" with "enough variety in the BeatBits and figures to recreate videos over and over again".[28] Electronics magazine Stuff also gave the product line a 4/5 star rating.[29]

CNET, when speaking of app, stated that "the Lego part feels more like an afterthought," but still felt the theme was "fun".[15] Gizmodo also spoke positively of it but called it "an experience squarely aimed at kids".[12] Australian website Pickr gave the app a 4.3/5 star rating, calling it "probably the craziest toy tie-in we’ve ever seen".[16] Nine.com.au called the theme "something special" but also stated "kids [...] who can navigate the hurdles required before hitting the record button will undoubtedly have fun, but the app must be streamlined and offer more [...] over time if it's to unlock its own potential."[30]

Media sources described the app as being similar to TikTok but for younger users.[5][12][31][30][32] Despite the theme's hiatus, the Lego Group stated the product had tested well while being developed and had also received positive reception afterwards.[19] 41335 The Boombox[33] was awarded Best Lego Set at Popular Mechanics' Game and Toy Awards in 2021.[34]

See also

Notes

  1. ↑ Abbreviation of Love, Laughter, and Music Always

References

  1. 1 2 3 4 5 6 Minor, Jordan (2021-02-16). "Lego Vidiyo Review". PCMAG. Retrieved 2026-07-13.
  2. ↑ Aswad, Jem (2020-04-26). "Universal Music Group and Lego Unveil Exclusive Global Partnership". Variety. Retrieved 2026-07-13.
  3. ↑ "The LEGO Group and Universal Music Group Announce LEGO® VIDIYO™ – A New Music Video Maker Experience to Capture the Beat of Your World!". Lego. 2021-01-26. Retrieved 2026-07-13.
  4. ↑ Liszewski, Andrew (2021-01-26). "Lego Vidiyo Lets Kids Direct and Shoot Their Own Music Videos Using Their Brick-Building Skills". Gizmodo. Retrieved 2026-07-13.
  5. 1 2 Gartenberg, Chaim (2021-01-26). "Lego Vidiyo is a new augmented reality-powered version of TikTok — for your Minifigures". The Verge. Retrieved 2026-07-13.
  6. ↑ Horaczek, Stan (2021-02-16). "Lego's new toy lets kids make music videos in augmented reality". Popular Science. Retrieved 2026-07-13.
  7. ↑ Segran, Elizabeth (2021-02-16). "Lego's wild new toy lets you bring figurines to life". Fast Company. Archived from the original on 2025-05-06. Retrieved 2026-07-13.
  8. ↑ "LEGO VIDIYO: Passion and creativity". Brickset. 2021-04-17. Retrieved 2026-07-14.
  9. ↑ "New concept art takes you behind the scenes of LEGO VIDIYO". BrickFanatics. Archived from the original on 2026-02-07. Retrieved 2026-07-13.
  10. ↑ "How Music and Brick Building Come Together in LEGO® VIDIYO™" (PDF). Lego. Retrieved 2026-07-13.{{cite web}}: CS1 maint: url-status (link)
  11. 1 2 "The LEGO Group and Universal Music Group Reveal Full LEGO® VIDIYO™ Line-Up, Announce New Artist – L.L.A.M.A – The First Ever Human Version of a LEGO Minifigure To Sign a Global Record Deal". Lego. 2021-02-16. Retrieved 2026-07-13.
  12. 1 2 3 4 5 Liszewski, Andrew (2021-02-16). "Lego's Vidiyo Music Video Maker Is a Kid-Safe Alternative to TikTok". Gizmodo. Retrieved 2026-07-13.
  13. ↑ "Summer Vidiyo sets revealed!". Brickset. 2021-04-27. Retrieved 2026-07-13.
  14. 1 2 3 So, Adrienne (2021-02-16). "New From Lego: AR Llamas That Dance to Katy Perry". Wired. ISSN 1059-1028. Retrieved 2026-07-13.
  15. 1 2 Stein, Scott. "Lego Vidiyo hands-on: An AR-powered music video app with scannable minifigures". CNET. Retrieved 2026-07-13.
  16. 1 2 Stark, Leigh (2021-02-16). "Review: Lego Vidiyo augmented reality music video maker". Pickr. Retrieved 2026-07-13.
  17. ↑ Cooper, Daniel (2021-02-16). "Lego's Vidiyo music video creator is silly fun, and I love it". Engadget. Retrieved 2026-07-13.
  18. ↑ "Official statement regarding VIDIYO". Brickset. 2021-07-23. Retrieved 2026-07-13.
  19. 1 2 Altland, Rikka (2021-07-23). "[Update] VIDIYO, LEGO's music-themed augmented reality kits, reportedly put on indefinite hiatus". 9to5Toys. Archived from the original on 2025-07-22. Retrieved 2026-07-13.
  20. ↑ "VIDIYO officially discontinued". Brickset. 2022-01-21. Retrieved 2026-07-13.
  21. ↑ Altland, Rikka (2022-01-21). "LEGO officially discontinues augmented reality VIDIYO theme". 9to5Toys. Archived from the original on 2025-07-22. Retrieved 2026-07-13.
  22. ↑ "LEGO® VIDIYO™". Lego. Retrieved 2026-07-13.
  23. ↑ Hissong, Samantha (2021-02-19). "A Fictional LEGO Character Just Signed a Record Deal". Rolling Stone. Retrieved 2026-07-13.
  24. ↑ "The LEGO Group and Universal Music Group Reveal Full LEGO® VIDIYO™ Line-Up, Announce New Artist – L.L.A.M.A – The First Ever Human Version of a LEGO Minifigure To Sign a Global Record Deal". Lego. 2021-02-16. Retrieved 2026-07-13.
  25. ↑ Douglas, Fayola. "Lego partners The Voice UK for campaign starring animal music producer L.L.A.M.A." Campaign. Retrieved 2026-08-29.
  26. ↑ Bevil, Dewayne (2021-06-08). "Legoland Florida: New Lego Vidiyo Music Fest set for September". Orlando Sentinel. Retrieved 2026-08-29.
  27. ↑ "VIDIYO™ Music Fest". Legoland. Archived from the original on 2021-09-24.
  28. ↑ O'Brien, Ciara. "Lego Vidiyo: Children will love this app so be prepared to lose your phone to it". The Irish Times. Retrieved 2026-07-13.
  29. ↑ Grannell, Craig (2021-02-16). "Lego Vidiyo review". Stuff. Retrieved 2026-07-14.
  30. 1 2 Santomartino, Mark (2021-02-17). "REVIEW: Lego pushes into the online market with new app VIDIYO". Nine.com.au. Retrieved 2026-07-14.
  31. ↑ Stein, Scott (2021-01-26). "Lego Vidiyo sounds like a TikTok-like music video playground for kids". CNET. Retrieved 2026-07-14.
  32. ↑ Clarke, Alice (2021-03-03). "Lego takes on TikTok with kid-friendly social network". The Sydney Morning Herald. Retrieved 2026-08-29.
  33. ↑ "43115 The Boombox". Brickset. Retrieved 2026-08-05.
  34. ↑ "Game and Toy Awards 2022: Toys for Kids". Popular Mechanics. 2021-10-28. Retrieved 2026-08-05.
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