Lego and Augmented Reality

Brands have been using augmented reality for a while now in order to help their audiences better engage with their brands and keep them in a prominent position in their minds. Lego is currently using augmented reality as a persuasive tool at the point of sale.

Last year they introduced ‘digital boxes’ in all their stores worldwide or stores with big Lego sections. The digital boxes were actually augmented reality kiosks. Using a camera the kiosks scan the QR codes on Lego packaging and show a 3D model on the display screen of what the contents will look like when fully assembled.

If you don’t want to wait until you’re in a store, you can use a similar method at home. Lego has extended the use of augmented reality to its website, where users can use their webcams to view a 3D model of the product they’re interested in, simply by printing out one of the icons provided and holding it up to their webcam.

This is a clever idea from Lego because how often do we wish we could see what the product we’re considering buying would look like. It’s almost like holding the finished product in your hands, and once you’ve done that you’re more likely to buy it. Usually if you wanted to see what the toy would look like you’d have to search online for reviews by other buyers meaning that you may also come across negative reviews. By installing these kiosks in their stores, Lego is basically removing a possible hindrance or drawback in our decision making process and providing an incentive for buying a Lego product. What’s happening is that all the information that consumers require to make a decision is available in-store. There’s less of a need for advertising as these kiosks  do the advertising for the brand.

I imagine that these kiosks would prove very effective in the lead up to Christmas as parents try to decide what presents to buy for their children. The kiosks would definitely be a big help when I buy model kits for my cousins as I’m often disappointed by the size of the finished model as it’s usually a lot smaller than I’d imagined.

However, these digital boxes show just how impatient we’ve become that we’re willing to ruin the best part of buying such kits – assembling the last part, stepping back and seeing the result of your hard work. Don’t these kiosks simply ruin the element of surprise? Or is there still a difference between seeing the product in 3D on a display screen than really seeing it?

Another idea that Lego is considering is combining their toys with interactive content as is explored in the video below:

The camera detects the Lego toys and projects interactive content onto the table that interacts with the toys. The idea of creative play becoming so virtual seems so fascinating and I disagree with the YouTube users  who say that augmented reality removes a sense of creativity and imagination from playing with Lego’s products. If anything it’ll take our creativity and imagination to another level.