Lego have announced that they have partnered with the Universal Music Group to create Lego Vidiyo, a new way for kids to create their own music videos, by combining real world Lego elements and songs from the UMG library.

Combining new technology with the Lego System in Play, and music from many of the world’s leading artists covering multiple genres, Lego Vidiyo provides a refreshing opportunity for children to express themselves creatively. By putting them in charge of their own music video productions, children can both discover music and harness their passion for it through an immersive, positive and safe social experience. As Lego Vidiyo requires verified parental consent – along with anonymity – and external moderation of all content uploaded to the App feed, parents can be reassured their child is unleashing their creativity while staying safe online.

“We want to feed the imagination of the next generation of creatives, providing a new canvas for kids to creatively express themselves,” said Julia Goldin, Chief Marketing Officer, the LEGO Group. “Research shows over three quarters (79%) of parents globally wish their children had more creative confidence, so we’re launching LEGO VIDYO to help make that happen. We know children are always chasing new ways to experiment creatively, and LEGO VIDIYO is here to help all kids with a passion for music unleash their creativity through LEGO building and music video production. We can’t wait to see what they come up with!”

Check out some of the BeatBits below, the Vidiyo sets will be available starting March 1st