Lego to launch augmented reality app Lego AR Studio that lets children play with digital versions of popular LEGO sets

Briefing

December 4, 2017

Briefing	Augmented Reality App – Lego launching augmented reality app Lego AR Studio on Apple App Store on December 5, 2017 which lets children play with digital models of popular LEGO sets in real world environments Six Available Sets – Include City Fire Station, City Police Station, City Train Set, Nijago The Green NRG Dragon, Nijago Movie – Cole’s Mech, and Ninjago Movie – Destiny’s Bounty Highlight Features – Include fire-breathing dragon, Lego firetruck using fire hose, digital trains sounding horn, virtual golden bricks for collection while playing, and ability to record and play videos Available on iOS 11 – Compatible with iOS 11 devices that have Apple’s A9 or A10 processors and above, such as iPhone 6S and 6S Plus, iPhone 7, iPhone 8, iPhone X, iPad Pro, and iPad (2017)
Accelerator	Virtual and Augmented Reality
Business Model and Practices Business Model and Practices	Unique Value Propositions
Sector	Information Technology, Media and Entertainment
Organization	The LEGO Group
Source	Robertson, A., "New Lego augmented reality app is the best open-world Lego video game", Forbes, https://www.forbes.com/; "Lego enters augmented reality with a new app that interacts with playsets," The Huffington Post, http://www.huffingtonpost.com/; Wuerthele, M., "New Lego AR-Studio app revisits augmented reality, uses ARKit to supplement physical sets", AppleInsider, http://appleinsider.com/; "New app brings Lego® bricks to life," Lego, https://www.lego.com/; AcceleratingBiz analysis
Original Publication Date	December 4, 2017

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