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 in the box below. You can also follow @LicensingSource on Twitter.

London College of Fashion collaboration hits the high notes at Somerset House....
BrandMachine to take English football brand into new territories....
New weekly partwork will celebrate the legendary science fiction cyborg....
Agency is seeking a brand and product development executive....
Special commemorative 50p launches to mark 20th anniversary of the brand....
The Bright Agency launches film and TV division, headed by Courtney Arumugam....
Get the latest news sent to your inbox
Subscribe to our daily newsletter