Research shows 79% of parents wish their children had more creative confidence, so the Lego Group has introduced interactive app Vidiyo to harness the power of its content and address this challenge.

The Vidiyo app is designed to celebrate and expand children’s creativity and passion for music when directing, producing and starring in their own music videos. It uses AR technology to bring Lego mini-figures to life. Lego is no stranger to engaging corporate content, having released a number of films under the Lego Movie franchise.

This new concept was created in partnership with the Universal Music Group (UMG) which provided the music for use in the music videos children create on the app. The group’s research found that 76% of both parents and children, said music helped them to express themselves.

Users can chose songs from the extensive list of established UMG artists and select a band from the customisable LEGO mini-figures. The AR technology then scans the surrounding location and brings the video to life in just three seconds. Users can add audio effects, memorable dance moves and gimmicks from breakdancing to surfing on a shark.

Olivier Robert-Murphy, executive vice president of UMG said “Through this innovative global partnership – with the power of music and play harnessed to support early development of creativity – children around the globe will be able to express themselves as they stage, direct, perform, and share their music videos.”

The app is launching alongside the physical ‘special effect BeatBits,’ which will unlock exclusive content when purchased and scanned. The app, launches worldwide in March.