Lego mocked Samsung and Huawei's foldable phones with the 'Lego Fold'
- Lego mocked Samsung and Huawei with its own "folding phone" - in fact a 3D pop-up book photographed to look like a Samsung Galaxy Fold.
- Lego aped Samsung's marketing hype with details about the "stunning display" and "battery."
- It's a gentle, mocking reminder that real folding phones are still outlandish devices.
Lego has punctured some of the hype around folding smartphones after Mobile World Congress last week, unveiling its own "Lego Fold" foldable phone in a tweet.
The Lego Fold is, in fact, simply Lego's 3D pop-up book.
But Lego has aped the hyped-up marketing language of phone manufacturers, extolling the toy's "stunning 5-inch cover display [which] unfolds into an 30cm pop-up story book."
The toy, Lego adds, allows for "endless creative play that never runs out of battery."
And here's Samsung's marketing for the Galaxy Fold:
Users entered into the spirit, with one fan tweeting: "How many Brixels is the camera?"
Although designed to jump on the folding phone hype in an entertaining way, Lego's tweet is a reminder that folding phones are still outlandish devices.
Samsung unveiled its folding phone, the Galaxy Fold, at a dedicated event earlier in February. The Galaxy Fold comprises a 12cm front display, and a 19cm interior screen. Samsung hasn't estimated how long the Fold's batteries will last, nor has it allowed anyone to handle or test out the device.
Huawei showed off its larger, Mate X foldable phone at Mobile World Congress last week. That measures up with a 17cm front display which unfolds to become an 20cm tablet display.
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