LEGO and Apple are using technology to bring toys to life.
“So I get to play with toys and develop the future of play at LEGO,” explained the company’s director of innovation Martin Sanders. “I think as a kid I always wanted to create new worlds and invent things designing toys was something that kind of like, fit with me. Creating worlds and then being about to express them with LEGO is perfect, and so what we’ve been doing today is providing new ways for kids to do that.”
LEGOs Assembly Square set uses 3D object detection that recognizes LEGO models and brings them to life on screen, creating a fun melding of the physical and digital world. And after kids are done creating on their Apple products, they can save them for another day.
“I think it’s going to really raise the expectation of physical objects, and everything has another life now,” said Sanders. “We’re showing it in a very literal sense where a model can come to life but I think everyday objects will have another existence, another meaning, another sort of way to interpret them. So this layer of augmented reality is going to be sort of palpable and interesting to play with.”