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For those who still believed that the LEGO VIDIYO range would be reborn one day from its ashes in one form or another, today's announcement will close the file once and for all: LEGO confirms today that the range, put on "pause" since July 2021, is definitively abandoned.
The products will be withdrawn from the shelves as of January 31, 2022 and the manufacturer undertakes to provide support for the augmented reality application essential to enjoy the products in the range for another two years.
Below, the press release provided by LEGO:
In July 2021 we decided to pause the LEGO VIDIYO roll-out to review performance and test new ideas. Through the extensive quantitative and qualitative research we have undertaken in the previous months, we have gained an enormous amount of learnings in terms of the music & content creation space and what it would take to succeed with the play experience, our go-to-market strategy in 2023 and not least how to build a sustainable business based on the VIDIYO experience. Based on these insights we have decided to discontinue the physical VIDIYO products from January 31st 2022 but will continue to support the app experience for another two years to serve those consumers who have bought the products. We still see great potential in pursuing music as a passion point and we will take learnings from LEGO VIDIYO as we continue to explore future fluid play experiences. |
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