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Lego Attempts Augmented Reality

 

Posted on January 29, 2009
Romain Becker

 

Since the beginning, toy manufacturer Lego has hardly modernized its line of products. While it is now possible to integrate electric motors into Legos, the basic principle of the toy has remained the same. Today, just as when the product debuted, playing Legos means assembling basic building blocks. If there has been any effort by Lego to develop itself, it hasn’t been to develop its product, but rather its communication strategy.

It’s most recent operation ventures into the world of augmented reality. Thus, the Lego Digital Box has been spotted in several official Lego stores across Germany. The idea is simple—flash the Lego box that you plan on buying in front of the Lego Digital Box and see the 3D virtual model of what you can make with the contents of the box appear right before your eyes.

What a new and truly unexpected operation for consumers. This isn’t the first time Lego has created buzz with its initiatives. Lego and Castelbajac have already received great praise on the web for the following virtual 3D Lego fashion show. The blogosphere went coocoo for this experience.


JCDC VS LEGO from Four H on Vimeo.

We can’t help but enjoy the soundrack’s electro pop by “The aspirins for my children.”


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Sources:
- The article on www.culture-buzz.fr
- Notcot.com
- Adapted by Jessica Hartstein


 

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