Lego announces electronics range

Lego has joined forces with Digital Blue to create a new line of youth electronics.
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Lego has joined forces with Digital Blue to create a new line of youth electronics.

The agreement will see the electronics manufacturer create a Lego-inspired line of electronic gear, which is scheduled for release this summer.

Digital Blue will apply its experience in value-priced digital and video cameras, MP3 players and other electronic products to an extensive youth audience.

The products will fall into four categories. Firstly, the Brick-Built, Portable Electronics line features fully functional digital cameras, MP3 players, walkie talkies and USB drives that appear to be built from classic Lego bricks.

The second line is Bionicle, which will feature digital products that bring the action of the Bionicle legend to life for boys aged seven to eleven. This line will launch with digital cameras at Toys “R” Us.

The remainder of the line is scheduled to be released in the US in the autumn to coincide with the Bionicle direct-to-video feature and will include a stop animation video camera.

Finally, the Home Electronics range will include boom boxes and alarm clock radios featuring classic Lego brick elements scaled to oversized proportions.

Tim Hall, CEO of Digital Blue, said: “Digital Blue is extremely proud to team up with LEGO Systems, Inc, a highly regarded brand among generations of parents and kids throughout the world. This partnership helps us to achieve our goal of expanding globally in support of a prominent brand worldwide.”

Jill Wilfert, vice president of licensing for LEGO Group added: “We selected Digital Blue – the leader in youth electronics – to help bring the LEGO brand to life in an all-new way for its fans. Our entrance into the youth electronics space will enable our fans to express themselves through photos, videos and music, while displaying their enthusiasm for one of the world’s all-time favorite toys.

“For the many people who create their own LEGO movies and photo vignettes, these products will be not only attuned to their interests, but cater to their hobbies as well.”
Digital Blue’s line of LEGO themed electronics will be available at retailers throughout the United States, Canada, Mexico, the United Kingdom, France and Germany.



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