Tech & Biz

Lego: From Pirate Ships to Point and Shoots

by TFleming | January 19, 2009 at 10:37 am

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The Danish toy maker Lego has stepped back from their well known coloured building block toys and into the digital world. They have joined up with a US company to produce child friendly electronic gadgets such as cameras, MP3 players, alarm clocks and walkie talkies meanwhile never giving up the distinctive multi-coloured brick style appearance.

Lego was established in Denmark 77 years ago and quickly became popular among children because of its snap together simplicity. In more recent years Lego has began to go a little more high tech to appeal to today's " tech-savvy youngsters". For example, you could build cars and trucks with working engines or robots that could be built and programmed by children.

"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 favourite toys," said Jill Wilfert, Lego Group's vice president of licensing.

The new product line, developed with Las Vegas based electronics firm Digital Blue, will be aimed at children aged between seven and 11, although it is also expected to appeal to older gadget fans because of its retro appeal and iconic design. The range will be available later this year, and the devices are expected to cost between £14 and £40.

"We're extremely proud to team up with Lego, a highly regarded brand among generations of parents and kids throughout the world," said Tim Hall, chief executive of Digital Blue.