LEGO Digital Box brings Augmented Reality to LEGO Stores Worldwide

LEGO Digital Box is device that uses augmented reality to show customers in LEGO stores what a built up LEGO set looks like. To get it to work you simply hold the LEGO set box up to the screen where a camera captures the box, detects which LEGO set is to be found within and then displays the set built up on top of the box. The box can be rotated and the augmented reality image follows.

Purchase decisions at the point of sale are mostly driven by the excitement of customers about a product. This certainly applies to the toy market. Ideally, customers want to hold the product in their hands and look at it closely from all angles. But for products like LEGO® sets, it can take hours of construction before you know what the toy really looks like. The LEGO DIGITAL BOX from the LEGO Group comes to the rescue. Children, big and small, can now hold LEGO® boxes up to the DIGITAL BOX and watch a 3D animation of the product – from all angles, in every detail – in their hands. This is made possible by metaio software, which fuses virtual 3D animations into a live video of the actual product packaging. The technology not only creates a fascinating technical experience, but also gives retailers a unique selling pitch while helping to inform interested buyers. After all, customers get to see exactly how much fun there is inside!

The Augmented Reality LEGO Digital Box devices are being rolled out to ALL LEGO stores worldwide currently after they had a successful test in Denmark recently. Check out the video below to see the device in action…