Lego has announced the use of Lego Digital Box at all Lego stores worldwide, which is meant to help buyers make their purchase decision. Buyers are usually hard to know how a Lego set looks like unless it gets physically constructed which usually takes time. But with the Lego Digital Box, they can view how a Lego set is virtually constructed in the box and know how the toy will physically look like, and make their purchase decision.
The Lego Digital Box uses augmented reality technology that will form 3D animation of any Lego product, where children can hold the box in their hands and view how the Lego construction from every angles and know every details, before making purchase.
The Lego Digital Box is loaded with the metaio software, which fuses virtual 3D animations into a live video of the actual Lego product packaging. Read what the people at Lego Group say below, and watch the clip below for the box in action:
“The DIGITAL BOX helps consumers get a better impression of our products,” says Torben Nielsen, Director of 3D technology from the LEGO Group´s Digital Development Department, and adds: “we`ve had very positive feedback from our stores and customers. Thanks to metaio`s technology, we can excite and inform our customers on a new level.” The ongoing partnership between metaio – one of the industry leaders in augmented reality solutions – and one of the largest toy manufacturers in the world is a truly major milestone in the history of the company. Jan Schlink, corporate communications manager at metaio, comments: “Together with the LEGO Group, we have developed one of the most successful augmented reality systems worldwide. It`s impressive to see what AR can do for consumers and brands. There will be more to come in 2010, and we are proud to work as a pacemaker in this dynamic and innovative technology field.”
April 20th, 2010 at 9:53 pm
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