Lego gets into the family car business
Danish toymaker Lego and US automotive systems maker Johnson Controls have developed a concept for a car full of fun features for children.
The toy firm says the Lego INmotion, dubbed the ultimate family vehicle, is a four-wheel-drive with more than 50 gadgets and devices to keep kids busy and eliminate sibling conflict.
Children travelling in the vehicle can make use of interchangeable storage units, internet access and third-row swivel seats which allow them to watch the traffic behind them.
Parents can look forward to new safety items, including a camera system to let them monitor activities in the back seat.
The vehicle, which made its debut at the North American International Auto Show in Detroit, Michigan, will tour the US throughout the year.
The toy firm and Milwaukee-based Johnson Controls hope to sell the concept to car manufacturers. Lego spokeswoman Laura Johnson says the Lego INmotion will eventually visit other countries, making stops at trade shows and family venues.
Lego has been moving aggressively towards integrating technology with its famous multi-coloured interlocking bricks as it aims to become the world's strongest family brand.
The group based in Billund, western Denmark, signed an agreement earlier this month to develop games for Microsoft.
Last year, Lego formed an alliance with filmmaker Steven Spielberg to launch a kit that will let children make movies.
The toymaker also operates amusement parks in Denmark, the UK, Germany and California, as well as making clothes, watches and educational products.
