As part of the 90 Years of Play celebrations, the LEGO Group has joined forces with Snap to launch a special Augmented Reality experience. This brings parts of London alive with AR LEGO® creations using a new Snap Lens. The experience uses Snap’s City Landmarker technology to overlay colourful, life-sized LEGO creations on the streets of London. Learn more about the experience below and links to access the LEGO AR lens for Snapchat.
Snap and the LEGO Group partner to launch London AR experience for the LEGO Group’s 90th Anniversary
Today, Snap and the LEGO Group launched an Augmented Reality (AR) Lens experience as part of the toy brand’s 90th Anniversary celebrations. The AR experience will allow Snapchatters and LEGO fans to build life-sized fairgrounds and roller coaster-themed LEGO models using the buildings of Central London as their canvas.
The Lens celebrates how LEGO play has helped unlock imaginations and offer endless creative possibilities for nine decades. The new Lens offers Snapchatters yet another way to express their creativity with LEGO elements in Augmented Reality.
Using Snap’s City Landmarker technology, Snapchatters can jump into the playful world of LEGO by using the Snapchat camera to scan the LEGO Snapcode here or open Snapchat and follow the LEGO profile here to find the Lens. Through the Snapchat camera, buildings and streets in London will be transformed into a custom AR fairground, placing LEGO rides including ferris wheels, roller coasters and colorful LEGO decorations wherever the creator chooses.
For the first time, Snapchatters will be able to see their AR creations for up to a year – they can build their LEGO world, leave Snapchat and pick up their creations at their convenience and the LEGO models will be exactly where they left them. Creators can remove, replace, and add new models, leading to ever-evolving hours of play and creativity.
Lea Sandell, Global Social Media Strategy, the LEGO Group said: “We’re really excited to be working with Snap on this opportunity to bring the joy of LEGO creation to more people. The LEGO system in play is all about unlimited creative opportunities, and we love the idea of new, ground-breaking technology and the classic LEGO brick – which is at the heart of what we do – coming together to bring this brand new experience to life.”
The LEGO AR experience is live in Central London and will be accessible by people aged 13 and above only.
