The LEGO Group recently unveiled an app in the iTunes Store called LEGO Photo that is designed to take any photo you have stored on your iPhone or iPod Touch and give it a brick makeover.
The app has a supplemental website called LEGOClick.com which wants to be a sort of third place/community for artists, inventors and LEGO fans to celebrate (and be inspired by “click moments”).
I originally read about it in Creativity Online, in a story that talked about agency Pereira O’Dell and a short film called “Click” by Blue Source that serves as an introduction to the LEGO Click community site.
Back to the concept of Play that I spoke about in an earlier post, it is interesting how the description of the app in the iTunes Store clearly focuses on the kid aspect of this app:
“What would your child’s smile look like made of LEGO bricks?
…Capture your child’s moments of brilliance in LEGO bricks.”
Over at Mobile Marketer, Dan Butcher’s post showed he “got it” regarding the target audience for LEGO Photo:
“Toy giant LEGO Systems Inc. is targeting adults with its first application for iPhone and iPod touch, a centerpiece of its multichannel “Click Moments” campaign.”
“…While LEGO has traditionally targeted children, the Click Moments campaign is targeted at older consumers-the ones that hold the purse strings.”
I’d say also, the ones who really need to play more.
You can find video reviews like this one on YouTube.
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