The LEGO Group unveiled LEGO Hidden Side, an augmented reality-enhanced LEGO play theme in which kids must turn a haunted world back to normal, one ghost at a time. It integrates augmented reality (AR) with physical construction to reveal a hidden world of interactive play. The company will showcase LEGO Hidden Side, developed for kids ages 7 and up, for the first time in booth No. 1335 at Toy Fair New York from Feb. 16 to 19.
“Our years of experience pioneering the convergence of technology and physical play have taught us that kids expect exciting play experiences that move seamlessly between physical and digital worlds — something we call fluid play,” says Tom Donaldson, senior vice president, Creative Play Lab at the LEGO Group.
LEGO Hidden Side includes eight “haunted” building sets that combine building a LEGO play theme with AR. Kids can activate the AR app to reveal interactive mysteries and challenges to solve. Kids can build each set as it appears by day and then see as it becomes the haunted version of itself.
Using the app, kids can assume a first-person perspective and join lead characters Jack and Parker as they explore their hometown of Newbury, using their phones to see and solve paranormal mysteries. Kids are prompted to hold their phones up to the physical LEGO models they’ve built and interact with various elements to release virtual ghosts that they must then capture in the game to stop the haunting.
The app also consists of a short stand-alone digital game.
LEGO Hidden Side marks the first time the company introduces one of its play themes as a service. After launch, the company will continue to expand the app with the addition of new ghosts, new game challenges, and randomized gameplay so each play experience is different.
LEGO Hidden Side will be available globally later this summer. Physical sets will range from $19.99 to $129.99, while the LEGO Hidden Side app will be free from the App Store and Google Play.