Lego lets kids construct and game with their new AR toy set

Josh Peachey's picture
by Josh Peachey

If there’s a brand that can stand the test of time, it’s Lego. As technology and consumer behaviours have changed, Lego has adapted and stayed relevant.

The LEGO Group unveiled yesterday their new Hidden Side set, an augmented reality-enhanced toy where kids must turn a haunted world back to normal, one ghost at a time.

It is the only play experience available today that fully and seamlessly integrates augmented reality (AR) with physical construction.

Despite how many hilarious Lego Movie spinoffs the franchise brings out, it’s good to see them keeping their original products relevant. 

Tom Donaldson, Senior Vice President of Creative Play Lab at the LEGO Group, said: “Our years of experience pioneering the convergence of technology and physical play have taught us that kids expect exciting play experiences that move seamlessly between physical and digital worlds – something we call fluid play.”

“At our core, we focus on tactile building, but AR presents opportunities to enhance physical LEGO play with new action and mastery elements. We’re breaking the mould of gaming-first AR play experiences to create a new type of play where the physical world actually influences the AR layer, instead of the other way around.”

Lego recently had some AR fun by launching a limited edition range of clothes for adults - only available to buy from an empty shop using the Snapchat app.