LEGO partners HRVY and Sophie Ellis-Bextor for Vidiyo campaign as music helps kids in lockdown funk

The LEGO Group has partnered with the musician HRVY, radio DJ Roman Kemp, and pop music’s Sophie Ellis-Bextor to support the creative endeavours of children with its new #VidiyoVibes campaign.

The campaign arrives off the back of the LEGO recent ground-breaking launch across the toy and music industries, LEGO Vidiyo, and has been designed to encourage play, creativity, and self-expression among UK kids as they continue to find new platforms for creative outlet during the pandemic.

#VidiyoVibes launches following research commissioned by LEGO highlighting that today’s children are seeking more ways to express their creativity as a result of spending more time at home. The research has given light to a new trend that LEGO has coined Finders of Creative Opportunities, or FOCO.

It has also uncovered that this past year has seen children getting creative with new hobbies (44 per cent), exploring activities such as baking (40 per cent), drawing (37 per cent), playing on apps (37 per cent), and playing with building blocks (29 per cent).

Meanwhile, music has emerged as a big part of their lives, with kids finding opportunities to dance (19 per cent), learn a musical instrument (14 per cent), and write songs (10 per cent).

According to the research, new apps have been a primary facilitator of creative opportunities (20 per cent), and while 59 per cent of kids have missed seeing their friends in person, almost a third (30 per cent) have made the most of discovering new hobbies with their peers virtually.

The latest campaign, #VidiyoVibes has been kickstarted by a host of creative stars using the new LEGO Vidiyo app and supporting Beatboxes, following findings that 64 per cent of children claim that music has played a key role in boosting their mood over the last 12 months.

Parents have also recognised the importance of the art form, with 89 per cent believing that music benefits creativity.

Scholar and consultant on the Psychology of Music, Dr Victoria Williamson, said: “Play and music can have both energising and relaxation effects. Combining music and play offers effective mood enhancement, as well as opportunities for fun – which we know is more important now than ever as kids become Finders of Creative Opportunities to combat the challenges of spending more time at home.

“Music-related activities and apps, such as the LEGO Vidiyo app, also present kids with the opportunity to be self-directed in how they express their creativity by integrating the experiences of improvisation, learning, performance, and connection with others, via the act of sharing their productions.”

Thanks to its tie up with Universal Music Group, the LEGO Vidiyo app features chart topping songs from artists like Mabel, The Weeknd, Katy Perry, and Jonas Brothers, as it allows users to experiment with music video production.

HRVY, whose track with Matoma Good Vibes’ is available on the app, has already been creating and sharing his own #VIDIYOVibes with his followers to spread positivity.

He said: “I’ve always found that music – whether it’s singing, dancing or song-writing – is the perfect outlet for me to express myself and it works wonders for my mental health. I can definitely relate with those over the past year who’ve been fighting the FOMO by expressing themselves through creativity and music. Shout out all the Finders Of Creative Opportunities.

“I’ve had so much fun getting creative with Vidiyo and making a LEGO version of my track, I’m all about the ‘good vibes’ so I hope this inspires you guys to get involved in spreading 100,000 moments of FOCO by creating their own #VIDIYOVibes too.”

About Robert Hutchins

Robert Hutchins is the editor of and ToyNews. Hutchins has worked his way up from Staff Writer to the position of Editor across the two titles, having spent almost eight years with both ToyNews and, and what now seems like a lifetime surrounded by toys. You can contact him by emailing or calling him on 0203 143 8780 You can even follow him on Twitter @RobGHutchins if ranting is your thing...

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