[Photo: Lego]
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At first blush, Lego’s newest toy seems like the same brick-building fun you know and love. You follow the instructions and build a cute little box to carry around a Lego figurine. But then, things get weird. You’re told to snap a picture of that figurine from the accompanying smartphone app, and, like magic, it comes to life on the screen, dancing and singing to the latest pop tunes. It’s a dream come true: You’ve animated your plastic Lego character.
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[Photo: Lego]This new toy, Lego Vidiyo, hits shelves March 1. Vidiyo, made in collaboration with Universal Music Group (UMG), allows kids to create music videos starring a new slate of quirky Lego characters. Geared toward kids ages 7 to 10, it seamlessly blends physical and digital play and is Lego’s latest effort to appeal to a new generation of digitally native kids.