Lego partnered with Universal Music Group on a new toy that turns kids into music video makers.
At first blush, Lego’s newest toy seems like the same brick-building fun you know and love. You follow the instructions and build a cute little box to carry around a Lego figurine. But then, things get weird. You’re told to snap a picture of that figurine from the accompanying smartphone app, and, like magic, it comes to life on the screen, dancing and singing to the latest pop tunes. It’s a dream come true: You’ve animated your plastic Lego character.