Last week, I talked about how consumers needed reasons to jump into AR. And lo! Lego answered the call.
On Valentine’s Day, Lego announced its Hidden Side sets
, which use an AR app to reveal their “haunted” nature at night. It’s a cool idea, but I must wonder: Is it suited to Lego?
The best parts of playing with Legos are just sitting down on the floor and building. Over the weekend, my kids made a bunch of little robots, ninja cars, skeleton warriors, and other creations, all without the guidance of a set of instructions. As a parent, Lego’s biggest draw is that it gets my kids away from screens, out of the grip of electronics, and encourages creative play.
So, why would I want to bring out my phone so that my kids can play with spooky ghosts with Legos … when we could put lights on bricks and make our own glowing ghosts?
Yes, I do want to see bigger consumer brands hop into AR. I just don’t think Lego is the right brand for it.
–Jason Wilson, GamesBeat managing editor