Lego Vidiyo is the Danish toymaker’s latest push into digital and mobile technology as it looks to engage digitally native kids. With its focus on creating shareable music videos, Vidiyo could be a way for the company to tap into the surging interest in apps like TikTok and Triller, but in an environment that is safe for children.
Age verification has caused headaches for TikTok, as the platform is being used to market e-cigarettes and vapes to teens and has been ordered by Italy’s data protection agency to block users it can’t age verify after a 10-year-old girl died after participating in a “blackout challenge” on the app. With its focus on parental consent, user anonymity and content moderation, Vidiyo may be able to assure parents the platform is safe for children in a way that TikTok and its competitors haven’t always done.
Vidiyo continues Lego’s efforts to encourage creativity in children by integrating music into its block-building toys. Over three quarters (79%) of parents globally wish their children had more creative confidence, with 89% saying music helps build creative skills and 83% saying it helps build confidence, per the company’s Play Well Study 2020. In addition, nearly three-quarters (74%) of children aged 5 to 12 say music helps them connect with friends, per the study. With interest from both parents and children, Lego can boost sales of its minifigures and BeatBit elements with its music-based app.Marketing Dive