LEGO launches new way to play with AR infused Hidden Side

The idea behind this augmented reality-enhanced LEGO play is to turn a haunted world back to normal, one ghost at a time. The Danish outfit are being very vocal about this being the first AR play to fully and seamlessly integrate augmented reality with physical construction leading to interactive play. It is being shown off this week at the American International Toy Fair in New York this Booth February 16 -19.



LEGO HIDDEN SIDE includes a series of eight “haunted” building sets full of awesome functionality and secret surprises that, on their own, provide the build and roleplay fun of any LEGO play theme. Activating the bespoke AR app developed together with the theme brings the models to life, revealing a hidden world of interactive mysteries and challenges to solve. When combined, the two worlds make each other even more compelling and fun.

Play with characters, Jack and Parker, the teenage bloggers *groans* and,  through an app on their mobile phones, they can see the unseen. LEGO Hidden Side challenges players to join a fearless team of ghost hunters, ​who dare see the unseen ​and help turn a haunted world back to normal​ one ghost at the time – all taking place in fictional town of Newbury (unless you’re from Berkshire/have ever driven down the M4 or watched Downton Abbey you’ll know it isn’t).

The app works on both mobile and tablet devices. However, the play experience has been designed with mobile in mind, to facilitate children’s ability to play with one hand in each world – playing with the LEGO set and holding the device at the same time

Priced from £18 up to £110 this looks like a dead cert hit, eight sets to get hold of and available late Summer which directly coincides with us at Toyology Towers getting very spendy.


About Peter Jenkinson

Peter Jenkinson
Toyologist Pete Jenkinson regularly writes about toys in national newspapers like The Sun and The Mail. This super-dad has an unmatched passion and dedication for trying and testing the latest, coolest and most interesting offerings from the world of toys.

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