Most recent digital camera and imaging news items - RSSDigital camera and imaging news items - HTML

Lego and Digital Blue to launch kids digital camera

LEGO and Digital Blue will create a new line of electronic gear. The line is scheduled for release in the summer of 2009 at prices ranging from $19.99 to $59.99. Digital Blue will apply its expertise to the portable electronics line featuring digital cameras, MP3 players, walkie talkies and USB gear. LEGO's entrance into the electronics business will get their young fans in the photo, video and music world by offering them products in their favorite look and feel. The kids cannot take the products apart, that is to say, not in the regular LEGO manner...

PRESS SUMMARY

All about the current Lego product lineDigital Blue Joins Forces with Lego Systems, Inc. to Create a Colorful New Line of Electronic Gear for Youth

Digital Blue, a leading innovator in electronics and software for the youth and teen market, today announced a licensing agreement with LEGO Systems, Inc., the world's leading construction toy company, to create a LEGO®-inspired line of electronic gear. The line is scheduled for release in the summer of 2009 at price points ranging from $19.99 to $59.99.

Digital Blue will apply its expertise in value-priced digital and video cameras, MP3 players and other electronic gear to an extensive youth audience and to LEGO fans worldwide by creating four imagination-inspiring lines, including:

Brick-Built, Portable Electronics: The line features fully functional digital cameras, MP3 players, walkie talkies and USB drives that appear to be built from classic LEGO bricks.

BIONICLE®: Digital products that bring the excitement and action of the BIONICLE legend to life for boys ages 7-11. This line launches with digital cameras at Toys “R” Us. The remainder of the line is scheduled to be released in fall 2009 in tandem with the BIONICLE direct-to-video feature, and includes a stop animation video camera. It's designed to appeal to a broad age range, including teens, and features the elemental essence of LEGO style.

Home Electronics: Boom boxes and alarm clock radios that feature classic LEGO brick elements scaled to oversized proportions.

“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,” said Tim Hall, CEO of Digital Blue. “This partnership helps us to achieve our goal of expanding globally in support of a prominent brand worldwide.

“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,” said Jill Wilfert, vice president of licensing for LEGO Group. “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.

Additional information: All about the current Lego product line
January 18, 2009
go to top of page