The LEGO® Group is certainly cleaning house for 2022. Recently, they announced the demise of LEGO® Digital Designer and Bricks and Pieces. Hot on the heels of those updates comes another that many AFOLs predicted already last summer. The LEGO® Group recently announced Vidiyo’s discontinuation effective January 31, 2022.
Official Statement from the LEGO® Group:
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.
Interestingly, the app was arguably the worst part of Vidiyo. I tried it once and it was not a pleasant experience. However, the Minifigures were the theme’s strong point. Now, we lose what was good about the theme and get to keep what was not. Ultimately, that decision was likely a legal one. I think Europe regulates software support after a company discontinues a product. In any case, if you are a fan of the theme, now is your last chance to acquire sets. What do you think of Vidiyo’s discontinuation? Let us know in the comments below or reach out on social media.
Until next time,
-Tom
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