Augmented reality game design helps LEGO engage with customers
LEGO has been the iconic building block toy since it was founded in 1932. Nearly 85 years later, many children now learn to use a touchscreen before they learn to read. To evolve with these times, LEGO sought seamless integration between their physical toys and digital play experiences.
Augmented reality unifies LEGO theme with game and show
LEGO Nexo Knights required a common connection across a digital game, a television show, and the actual LEGOs. First, the augmented reality game design had to match the brand’s castle theme. QR codes often clash with a product’s aesthetic. Second, it had to be robust and reliable. A toddler’s attention span does not tolerate an occasionally functional game. Third, it had to be flexible and scalable. There would be more than 100 different targets, each with a unique logo and design.
To address these needs, LEGO turned to VuMark ™, a customizable visual code that can be affixed to any product or machine. To match the style of Nexo Knights, the VuMarks are shields that appear both within the toy box sets and the TV show. Kids scan these shields with their mobile devices to upgrade their in-game powers and abilities. In other words, the more kids watch the show or purchase the toys, the more they unlock in the game.