is being discontinued with the production of the sets stopping soon, but one element of the theme will continue for two more years.
It has been announced today that, which was previously announced to be while new were tested and reworked with the Universal Music Group. However, that is no longer the case.
The official statement from theGroup reads:
“In July 2021 we decided to pause theroll-out to review performance and test new . Through the extensive quantitative and qualitative research we have undertaken in the previous months, we have gained an enormous amount of learnings in terms of the music & content creation space and what it would take to succeed with the play experience, our go-to-market strategy in 2023 and not least how to build a sustainable business based on the experience.
“Based on these insights we have decided to discontinue the physicalproducts from January 31, 2022, but will continue to support the app experience for another two years to serve those consumers who have bought the products.
“We still see great potential in pursuing music as a passion point and we will take learnings fromas we continue to explore future fluid play experiences.”
Anyone still using theapp will see support for the software continue for the next two years but those hoping to grab the physical sets and the latest series of will need to do so soon as production is ending on January 31, with any further stock sold past that date your last chance to own a piece of .
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