There has been a lot of talk about foldable smartphones over the past couple of weeks. Samsung led with the announcements when it unveiled the Galaxy Fold on February 20th ahead of MWC 2019 in Barcelona the following week. LEGO has humorously decided to cash in on this hype for the “LEGO Fold,” which isn’t actually a foldable smartphone, it’s a Pop-Up Book set.

LEGO sent out a tweet promoting the Pop-Up Book set in a style of marketing similar to that of the Galaxy Fold. Even the image itself would remind you of one of the marketing images for the Galaxy Fold.

The company even throws in some numbers to keep up the comparison with Samsung’s actual foldable smartphone. It says that the “5-inch cover display unfolds into an 11-inch pop-up story book.” The Galaxy Fold’s cover display is slightly larger than 4 inches while it has a 7.3 inch foldable display.

The book set also has another major advantage compared to the foldable smartphone or any smartphone for that matter. “It “never runs out of battery,” so it allows for endless creative play. If that wasn’t enough to get you interested, just consider the fact that the Lego Fold costs $69.99, while the Galaxy Fold will be priced at $1,980. How’s that for a flagship killer, ha!

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