The LEGO Group and Universal Music Group (UMG) have announced LEGO Vidiyo, a music video maker experience designed to celebrate and expand children’s creativity and passion for music.

LEGO Vidiyo gives children the power to direct, produce, stare in, and share their music videos, using tracks from across the globe, led by chart hits from UMG’s artists.    

“Through this innovative global partnership – with the power of music and play harnessed to support early development of creativity – children around the globe will be able to express themselves as they stage, direct, perform and share their music videos,” says Olivier Robert-Murphy, executive vice president, Universal Music Group and Brands. “LEGO Vidiyo is a great way for millions of kids to discover new music and get closer to their favorite artists while learning and connecting through play.”

LEGO Vidiyo requires verified parental consent and anonymity and provides external moderation of all content uploaded to the app feed, so parents can be reassured their child is unleashing their creativity while staying safe online.

Using new AR technology, children can play with minifigures in a real-life scale and at a super-sized scale, in addition to the minifigure scale. The app lets children style all of their band members, select names for their band, design album covers and much more. New music, challenges and inspirational content will be added regularly to the app to keep gameplay fresh and encourage children to continue developing their creative skills.

LEGO Vidiyo is the first collaboration between the LEGO Group and Universal Music Group after the two companies announced their partnership in April 2020.

The first LEGO Vidiyo products will be available in most countries around the world starting Mar. 1.