Its official LEGO® VIDIYO is no more. Today the LEGO Group have released a short statement confirming there will be no further physical LEGO VIDIYO products in the future. This is despite the ‘pause’ announced last year to redevelop the concept. This is no longer the case, however, the digital component of the theme will be supported for another 2 years. So there you have it VIDIYO ‘fans’, your wish has been granted. Hopefully, this will not stop the LEGO Group to take similar risks with future product lines.
In July 2021 we decided to pause the LEGO VIDIYO roll-out to review performance and test new ideas. Through the extensive quantitative and qualitative research we have undertaken in the previous months, we have gained an enormous amount of learnings in terms of the music & content creation space and what it would take to succeed with the play experience, our go-to-market strategy in 2023 and not least how to build a sustainable business based on the VIDIYO experience.
Based on these insights we have decided to discontinue the physical VIDIYO products from January 31st 2022 but will continue to support the app experience for another two years to serve those consumers who have bought the products.
We still see great potential in pursuing music as a passion point and we will take learnings from LEGO VIDIYO as we continue to explore future fluid play experiences.
