Lego has unveiled a new range of packaging that uses augmented reality to show you exactly what the Lego kit will look like once it has been built, even before the box has been opened.
In the example of the Lego Fire Station packaging in the video after the jump, once a web camera is directed on the packaging, you can then see the kit in all its glory animated with the fire truck even driving in and out of the station. Watch it in action after the jump.
How Augmented Reality Enhances the Lego Experience
The simply augmented reality application recognizes patterns on the boxes and then reveals the correct 3D animation, which appears to actually float on top of the packaging when viewed on the display. This innovative approach not only enhances the shopping experience but also provides a more interactive and engaging way for customers to visualize the final product.
For instance, parents and children can now make more informed decisions about which Lego set to purchase, as they can see the assembled model in action. This can be particularly useful for larger, more complex sets where the final build might not be immediately obvious from the box art alone. Additionally, this technology can help in understanding the scale and intricacies of the model, making it easier to gauge the level of difficulty and time required for assembly.
Future Implications and Potential Uses
The introduction of augmented reality in Lego packaging opens up numerous possibilities for future applications. Beyond just visualizing the final product, this technology could be used to provide step-by-step building instructions, making the assembly process more intuitive and enjoyable. Imagine pointing your camera at a pile of Lego bricks and having the augmented reality app guide you through each step, highlighting which pieces to use and where to place them.
Moreover, this technology could be expanded to include interactive storytelling experiences. For example, once the model is built, the augmented reality app could bring the Lego world to life with animated characters and scenarios, providing an immersive play experience that extends beyond the physical model.
Retailers could also benefit from this technology by creating interactive displays in stores. Shoppers could use in-store tablets or their own smartphones to scan Lego boxes and see the augmented reality animations, making the shopping experience more engaging and informative. This could potentially increase sales by helping customers better understand the value and appeal of the products.
In conclusion, Lego’s use of augmented reality in their packaging is a significant step forward in enhancing the customer experience. By allowing customers to see the final product in 3D before making a purchase, Lego is not only making the shopping process more enjoyable but also helping customers make more informed decisions. As this technology continues to evolve, we can expect to see even more innovative applications that will further enrich the Lego building and playing experience.
Source: Laptop Mag
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