LEGO, the Danish company responsible for creating generations of wannabe construction workers, has unveiled a line of MP3 players and digital cameras.
The new range, which also includes walkie talkies and alarm clocks, is built using the company's familiar multi-coloured building blocks.
Jill Wilfert, Lego Group's vice president of licensing, said the company wanted to revive its image in "an all-new way for its fans".
The products, produced by the Atlanta based electronics firm Digital Blue, will "enable LEGO fans to express themselves through photos, videos and music, while displaying their enthusiasm for one of the world's all-time favourite toys," Wilfert added.
The new products have been designed for children aged between seven and 11, but are expected to appeal to an older audience of LEGO fans.
Digital Blue's Tim Hall said: "We're extremely proud to team up with LEGO, a highly regarded brand among generations of parents and kids throughout the world.”
The fully-functional products are expected to launch later this year, costing between £14 and £40.
New LEGO products