LEGO Brings its Bricks to Life with AR App

New ‘LEGO AR-Studios’ app digitizes some of LEGO’s most popular building sets.

GLOBAL–The LEGO Group has released a new augmented reality app that invites users to explore their creativity by mixing virtual and physical LEGO play, in a new way.

Developed by LEGO’s Creative Play Lab, the app is called “LEGO AR-Studio” and was developed with Apple’s ARKit. The new app allows children to play with digital versions of some of the most popular LEGO sets. In the app, children and LEGO fans can explore and control virtually enhanced animated versions of LEGO models that allow them to play out their own unique stories and adventures.

LEGO AR sets come to life with fun animations and audiovisual effects that bridge the gap between digital and play. The app features a dragon breathing fire, trains sounding a horn, a LEGO fire truck using a fire-hose and collectible Virtual Golden Bricks–all of which can be activated while playing, recorded and saved.

“We believe the best way to predict the future of play is to invent it. ‘LEGO AR-Studio’ pioneers new possibilities for imaginative play where children can enjoy both physical interaction and digital engagement at the same time,” says Tom Donaldson, vice president, Creative Play Lab, LEGO Group. “This is one of many ways we innovate to combine physical and digital LEGO play into a fun and creative experience for children.

“The play experience in ‘LEGO AR-Studio’ is open-ended, leaving children’s imagination and creativity to shape up the play universe. It allows children to play in engaging ways, while having ‘one hand in each world’–playing and building with the physical LEGO models, while holding on to their device and bringing sets to life.”

“LEGO AR-Studio” is available now on Apple App Store.

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