This ad will be closed automatically in X seconds.

Argos teams with LEGO for AR initiative

Retailer to launch augmented reality-enabled LEGO models through its app.

Argos is to become the first UK retailer to launch augmented reality-enabled LEGO models through its app.

The new feature – launching on iOS – will enable customers to view a digital version of the LEGO Star Wars Kessel Run Millennium Falcon, the LEGO Disney Princess Sleeping Beauty Fairytale Castle and the LEGO Ninjago Movie Quake Mech, in addition to 30 other toy sets, all at the touch of a button.

By the end of July, up to 100 LEGO toys will be available to view in augmented reality.

When customers select an AR view of a LEGO set from the Argos application, an animated version of the fully-made model will appear – built to scale – in the user’s home. For the first time, it will enable people to see the toys in action and view the scale of each model. Customers can also zoom into and around each set to see the minute details of each piece.

“As more and more of our customers – particularly busy parents – are shopping on-the-go using our mobile app and embracing advances in technology, using AR to showcase our products is a natural evolution,” said Matt Grabham, digital product manager at Argos.

Nichola Cox, retail e-commerce manager at The LEGO Group, added: We are incredibly excited to have partnered with Sainsbury’s Group to deliver this innovative, exciting, fun and immersing solution for Argos’ shoppers.

“Our augmented reality execution not only embraces Argos’ digital vision but helps inspire and develop the LEGO builders of tomorrow making it a formidable collaboration.”

Want to read more news like this? Simply sign up to our daily digest by clicking here. You can also follow @LicensingSource on Twitter.

MORE NEWS
B&LLAs24finalists500x500
 
The finalists in the Product, Property, Retail and Rising Star categories for the Brand & Lifestyle Licensing Awards 2024 have officially been revealed....
MiffyGaleries500x500
 
Two shop-in-shop activations have opened their doors in Galeries Lafayette Paris Haussmann for the classic brand....
TombRaider500x500
 
Video games developer, Crystal Dynamics, has signed the video game and geek culture specialist agency to represent Tomb Raider products for merchandise licensing....
HarlemGlobetrotters500x500
 
The Harlem Globetrotters - famous for fusing sport and entertainment - have signed with IMG to further develop the brand in anticipation of its 100th anniversary milestone in 2026....
RitaOra500x500
 
Primark is continuing its ongoing fashion collaboration with Rita Ora with a new spring collection combining a fresh floral colour palette with new designs....
F1Topps500x500
 
Formula 1 has confirmed a multi-year renewal of its partnership with Topps, which will see the Fanatics-owned company continue as the official licensee of Formula 1 trading card and sticker collections....
Get the latest news sent to your inbox
Subscribe to our daily newsletter

The list doesn't exist! Make sure you have imported the list on the 'Manage List Forms' page.