LEGO Digital Box Speeds Up LEGO Sales with Augmented Reality

In our quest for buying the best toys, games or gadgets we often end up doling out money to something that’s not worth it and end up regretting later. Well it’s a loss on both sides as these impulsive buys give the company selling the product a bad name too. So following this line of thought Lego decided to act upon it, and the brains in their company came up with an amazing concept called Lego Digital Box – a device which uses augmented reality techniques to show any customer how the final design of any particular play set looks like.

LEGO Digital Box

This way, from now on, whenever you shop at Lego Stores, and are having a tough time deciding on a set of Lego toys, all you need to do is hold the box up to the screen and let the camera detect which set it is, so that it shows what the final design looks like. If it’s what you want, go for it; if not, then move on to the next set – it’s that easy. Lego fans will welcome this new innovation as it saves them a lot of time thinking about whether to purchase a set or not, and add on that the curiosity of people to check a device based on augmented reality – Lego has nailed it big this time.

I would humbly request Lego to also lend me one of these devices so that I can carry them with me on first dates. It’ll help me save a lot of bucks on dinner and a movie if I already know it’s not ending well. Just an augmented reality joke folks. If Lego is your true calling then definitely check out Lego Steve Jobs and Lego ATM.

Via – GadgetVenue

7 thoughts on “LEGO Digital Box Speeds Up LEGO Sales with Augmented Reality

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  2. Jawbreaker.

    Interesting concept. The way I look at it is, to compare two Lego stores – one with the kiosk and another without it. No way does the introduction of such a unique concept make things any worse. The way kids would probably react is, they might just talk about the kiosk rather than the actual toy. If I were under 10 years of age, such a kiosk would blow my mind out. I would definitely want to come back to the store as often I could. …. And to address the phone app issue – if I had a parent to come with me to the store whose phone I could use, then I’m guessing the same parent would help me hold the box high to use the kiosk. if not, then I guess I should’ve used a similar kiosk to chose the perfect parents.

    I love the idea.

    1. D.O. Want.

      I can easily see how it could make it worse. First, there is a non-trivial expense in installing a kiosk. Each one is probably going to run around $5K, if not more, so it would directly have to lead to a corresponding increase in sales to make up for that. And if you buy too few, you set up a situation where children start fighting to be the one who is using it. That can lead to damage of both the kiosk and the toys. Even just one child trying to manage the huge boxes could cause inventory to be dropped. The product is unlikely to be hurt, but you could easily end up with damaged boxes that nobody wants to buy.

      As to the parent being involved, it sounds like you don’t have children. I don’t want to go back and forth all over the place with my child to fetch boxes, nor do I want to sit at the kiosk while my child runs all over the store carrying expensive merchandise. Neither would my child be able to easily see the monitor if I had to hold the box above their head so the camera could get a good shot.

      It would all be so much better to take advantage of the growing smart phone market to provide a better experience. Like I said, sure, the *idea* is nifty, but the implementation is rotten. That’s why only half the people should be fired.

  3. D.O. Want.

    I have to disagree. It would annoy me to no end to have to carry boxes back and forth (and can you imagine a little kid trying to manage those HUGE boxes in the video?) to a kiosk that did little more than play a video of a completed project. The only way this would “work” is if it were an iPhone app anybody could just use while standing there in the aisles as they shop. Otherwise, just give me a screen that shows the *entire* store inventory in completed form, and then direct me to the ones I like, or get a salesperson to fetch them for me.

    Neat idea poorly implemented. Half the team behind this should be fired.

    1. Raj Das Post author.

      Yes, I too dream about an Utopian world, where every kid owns an iPhone, and then again, I also believe if I were THAT lazy, I wouldn’t bother spending time in a Lego store.


      1. D.O. Want.

        What a strange way to think about things. It doesn’t have to be an iPhone precisely, it could be *any* mobile device with 3D support. And why wouldn’t the kid just use one of their parent’s devices? Even a dozen loaner handheld devices are probably going to cost less than one kiosk like that.

        You know what’s a utopia? Expecting an *entire* store of toys for kids mostly under 4 feet tall to be served by *one* kiosk that has a monitor at 5 feet and a camera half a foot above that to track boxes that are 2 feet on a side. In the real world, that’s just a recipe for failure.

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