Lego takes on TikTok with kid-friendly social network

Lego takes on TikTok with kid-friendly social network

Lego has yet another line of toys that connect to an AR smartphone app, and this time it’s musical. Vidiyo is a TikTok-style social media app aimed at 7–10 year olds, letting kids make and share music videos using scanned Lego minifigures and printed tiles called “Beat Bits”, to create effects and remix songs.

Users create a three-piece band (with a randomly generated name for safety), and make short music videos to a variety of popular songs. Adding the effects of the Beat Bits may make the characters dance, turn into chickens, or get zapped by aliens. At the end of the recording process users are encouraged to cut the one-minute video down to 5, 10 or 20 seconds and share to the public social feed.

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Lego Vidiyo is a musical social media app aimed at kids.

Every video is moderated by a human to make sure it doesn’t contain any people, identifying information or anything inappropriate. Although Lego is keeping mum on how many human moderators it has, it aims to get each video through moderation in 15 minutes, which is extremely ambitious.

On the other hand, those safety features might be what holds Vidiyo back. TikTok allows for all kinds of videos and creativity in different circumstances, which is what keeps it fresh and entertaining. Vidiyo relies heavily on the collection of a (currently) limited number of Lego toys and is purely for music videos, with only one new song introduced each week. It’s great that it’s safe, that the majority of the figures are $6, and there are no plans to include in-app purchases. But the limitations might mean kids get bored and move on relatively quickly.

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