Subject:
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Re: LEGO Digital Box brings Augmented Reality to LEGO Stores Worldwide
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Newsgroups:
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lugnet.mediawatch
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Date:
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Wed, 28 Apr 2010 14:49:24 GMT
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Viewed:
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19835 times
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In lugnet.mediawatch, Abner Finley wrote:
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LEGO® Digital Box brings Augmented Reality to LEGO® Stores Worldwide
GO Digital Box is device that uses augmented reality to show customers in
LEGO stores what a built up LEGO set looks like. To get it to work you simply
hold the LEGO set box up to the screen where a camera captures the box,
detects which LEGO set is to be found within and then displays the set built
up on top of the box. The box can be rotated and the augmented reality image
follows.
Purchase decisions at the point of sale are mostly driven by the excitement
of customers about a product. This certainly applies to the toy market.
Ideally, customers want to hold the product in their hands and look at it
closely from all angles. But for products like LEGO® sets, it can take hours
of construction before you know what the toy really looks like. The LEGO
DIGITAL BOX from the LEGO Group comes to the rescue. Children, big and small,
can now hold LEGO® boxes up to the DIGITAL BOX and watch a 3D animation of
the product – from all angles, in every detail – in their hands. This is made
possible by metaio software, which fuses virtual 3D animations into a live
video of the actual product packaging. The technology not only creates a
fascinating technical experience, but also gives retailers a unique selling
pitch while helping to inform interested buyers. After all, customers get to
see exactly how much fun there is inside!
The Augmented Reality LEGO Digital Box devices are being rolled out to ALL
LEGO stores worldwide currently after they had a successful test in Denmark
recently. Check out the video below to see the device in action…
Video: MetaioAR
gadgetvenue.com
The company and product behind it. Metaio
-end of report-
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I tried this in one of the LEGO stores - very nice. They have empty boxes handy
to make it easier. You have to be a certain distance from the camera to detect
the box image properly, and that’s gauged by a floor mat. Seems like the mat
can get moved, resulting in some difficulties, though. Once I got the hang of
it, the set appeared on the screen on top of the box, and started to animate
itself. Great way to visualize play values more than construction techniques.
Ed
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