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ENFIELD, Conn. (January 11, 2010) – Think of that little bolt of excitement that hits when the solution to a problem suddenly becomes clear. That’s a CLICK moment in action. Consider times when a great idea comes out of the shadows of the brain and needs to be shared. That’s a CLICK moment, too. Today, LEGO Systems launches a program to celebrate and foster these “CLICK moments”, jump-started by the company’s announcement of its first official iPhone application, LEGO® Photo, available for free at the iTunes App Store.

The hub of the program,, is a virtual canvas of ideas, inspired moments, quirky stories, solutions and tips from serial CLICKers designed to celebrate and inspire CLICK moments of all types.

“We hope to motivate people to recognize, embrace, share and yes, chase, those unpredictable but powerful light bulb moments in life when things just CLICK,” said Michael McNally, brand relations director at LEGO Systems, Inc. “Exploring your imagination from a young age, daring to realize your ideas, creating stories and uses for what you create, solving problems that no one knew existed – this is the stuff of LEGO play, and is exactly what leads to a lifetime of CLICK moments.”

LEGO Photo iPhone Application

LEGO Photo is an application for iPhone and works with the iPhone and saved images on an iPod touch that lets consumers immortalize their favorite things – or their own CLICK moments – in LEGO form. Users can simply choose a photo from an existing gallery or point the camera to snap a photo then touch the screen to watch their masterpiece build. Additional screen taps shows portraits in nine different color palette options. Celebrating CLICK portraits is easy. Users can upload to a social networking page, email it to grandparents and friends, print it--even tweet it using #legoclick.

LEGO Photo is available for free download from the iTunes App store; a link from the company’s blog at makes it easy to find the app directly. The best LEGO portraits use photos that are shot at close range against a light, solid colored background.

Short Film

Created especially for LEGO Systems by the team behind groundbreaking music videos for Coldplay, The Chemical Brothers and New Order among others, the 3:19 film reveals the story of a fictional inventor’s journey to the joy of his CLICK moment, inspired by millions of true stories of children who have realized a big idea using imagination, perseverance and sometimes even LEGO bricks.

A pile of LEGO bricks is what motivated the production team to create a visual vignette – punctuated with whimsical animation and a playful, original score – that celebrates the sometimes simple and often sublime attainability of a CLICK moment.


Fans of life’s CLICK moments can join the conversation on this blog that celebrates light bulb moments, grand or understated. A conversation about what makes things CLICK, the blog shines a light on those people whose ideas have helped to inspire others, or those little moments when an idea is incubated or launched. Guest contributors will share stories of how things CLICKed for them, ideas for how to find a CLICK moment and photo and video inspiration to tickle the inner creator in anyone.

To share personal CLICK moments, email, post a comment to the LEGO CLICK fan page on Facebook or send a tweet #legoclick.

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Posted 12 January, 2010 - 09:02 by JoshB