In July 2021, LEGO released a statement on pausing the LEGO VIDIYO theme until further notice and today, LEGO has announced that the theme will indeed be discontinued. The past few months the LEGO VIDIYO team has been testing new ideas for the theme to make it a sustainable business but it turns out that it wouldn’t work. LEGO will be discontinuing the theme on January 31 but the app will still be supported for another two years. You can read the official statement below.
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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