Lego’s Digital Box Adds Augmented Reality Toy Previews

Plain old reality is rapidly being woven together with the virtual by functional augmented reality tools that attach digital to physical. We’ve seen 3D information layers used in MINI’s 2008 Cabrio ad campaign, and now Lego is playing with these auras of information. The toy company is test launching a “Digital Box”, which, when held up to an in-store camera, will superimpose a rendering of the completed Lego model on top of the product box on screen. The Digital Box was designed by Metalo for Lego, and can be seen soon at select toy stores and Lego shops around the world.

[Notcot via @mikearauz]