LEGO wants to compete with TikTok. The new platform is to be launched already in March!

January 27, 2021

LEGO wants to compete with TikTok. The new platform is to be launched already in March! LAMINIFIGS

LEGO along with the Universal Music Group will be launching its own social video service which will include AR (augmented reality) elements named Vidiyo. This platform will let users create and upload and share their videos, quite comparable to TikTok. LEGO stated that it will be targeting mostly the children audience.

As we know, TikTok started with a children audience as well but grew into something bigger, however, the LEGO representatives state that they will strictly moderate all of the content by a large team of moderators to make sure that videos are following all of the rules and policies of the platform. The main objective is to ensure that the videos do not contain any personal information.

The main feature that will differ Vidiyo from TikTok and other competitors is that the application is fully controlled using real physical Lego bricks. Also, users don't need to worry about the music and copyright issues, since it will be provided by the Universal Music Group, which owns a huge music library of the most popular artists from all over the world.

So, how it will work? Usually, users select some fancy filters and start dancing or lip-synch but in Vidiyo they took a different approach - users will need to scan Lego minifigs and BeatBit plates, which will trigger various AR effects. In the video, children will be able to dance with an animated character repeating the scanned minifigure.

A lot of details about Vidiyo are still unknown, including the cost of building sets, minifigures specific to the AR app. LEGO promised to release more detailed information about the new platform before the official launch which is scheduled for March 1st.