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Lego launches interactive mobile movie maker app

Lego Systems Inc. is bridging the gap between the brand?s physical and digital engagements via a new mobile application enabling users to create their own stop animation movies using Lego blocks and minifigures.

The Lego DC Super Heroes Movie maker app includes simple tools and guides for shooting, editing and scoring a movie, making it easy for anyone who plays with Lego blocks and minifigures to create their own movies. The app joins several others from Lego including Lego Photo and Lego Duplo Jams.

?We wanted to create an unique experience that helps bridge the gap between the digital world and the physical world of Lego sets,? said Amanda Santoro, assistant brand relations manager at Lego Systems, Inc., Enfield, CT. ?The Lego DC Super Heroes Movie maker app allows children and adults the ability to easily create custom stop action movies with their favorite LEGO Super Heroes sets.

?The goals are to enable Lego fans to use their imagination from a young age, helping to realize their ideas and create stories using new technologies to help them create," she said. "Each new app helps build the Lego brand through inventiveness and creativity.?

And, action!
Agency Pereira & O'Dell worked with Lego on the campaign for its DC Universe Super Heroes line, including the app.

The new app was designed to be used with Lego DC Universe Super Heroes minifigures.

With the app, users can plan, create and shoot a stop action video on a smartphone using a kid-friendly interface.

To create videos, users set up their phone and Lego blocks and then snap a shot. After taking one photo, they can then move the blocks slightly and snap another photo, repeating the process until their movie is complete.

Users can also add a customizable title card and share their videos online.

Lego has included 11 title cards with images from Batman, Superman, Wonder Woman and more.

The app also features five different soundtracks that can be added to videos.

Other features include the option to add a colored filter, the ability to add and delete frames,

Finished movies can be saved to the phone and uploaded to YouTube.

The Lego Super Hero Movie Maker is compatible with the iPhone, iPad and iPod touch. The app can be downloaded for free from the Apple App Store.

App happy
Lego Photo, the brand?s first official iPhone application, was launched in 2009.

The app enables users to transform their favorite images into LEGO form by choosing a photo from an existing gallery or pointing the camera to snap a new photo. Users then touch the screen to watch their project build.

In January, Lego Photo attracted over 2 million unique downloads and ranked as the 32nd most downloaded app in the U.S.

Lego Duplo Jams incorporates music for toddlers and preschoolers as users click on bricks to explore a variety of colorful worlds.

The new movie making app supports a new line of DC Universe Super Heroes activity sets from Lego.

?The Super Heroes Movie App gets Lego builders acquainted with the DC Universe Super Heroes minifigures and get to know - some for the first time - their superpowers, gadgets archenemies and sidekicks,? Ms. Santoro said.