Danish toymaker Lego and mobile giant Alcatel are expected to launch a Lego phone at this month's Mobile World Congress in Barcelona. The move is the latest attempt by the Danish manufacturer to push the Lego brand beyond the bounds of the toy market. The phone has a casing made out of colourful Lego bricks, which users can detach and exchange for different pieces. It is set to initially launch in the US and Asian markets, where it will reportedly sell for between USD20 and USD60.
The customisable phone was developed by Digital Blue, which makes electronics aimed at children and young people. Lego and Digital Blue are also working on an MP3 player, a walkie-talkie and a digital camera.Alcatel and Lego are hoping the phone will appeal to both children and adults. However, it remains to be seen whether the device will transcend claims that it is a mere gimmick, albeit an entertaining one.
The news emerged with the leaking of a photograph of a prototype Lego phone on boygeniusreport.com.
StrategyEye's related categories: Mobile Operators, Mobile Phones & PDAs
StrategyEye's related companies: Alcatel-Lucent, Digital Blue, LEGO
