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Argos to launch LEGO models in augmented reality

Argos has announced that it has become the first UK retailer to launch augmented reality enabled LEGO models through an app.

GENERAL MERCHANDISE

Argos to launch LEGO models in augmented reality

Argos has announced that it has become the first UK retailer to launch augmented reality enabled LEGO models through an app.

Launching on iOS, the new feature will give customers the opportunity to view full scale, animated 3D versions of some of the retailer’s best selling LEGO products. 

Customers will be able to see a digital version of the LEGO Star Wars Kessel Run Millennium Falcon, the LEGO Disney Princess Sleeping Beauty Fairytale Castle and the LEGO Ninjago Movie Quake Mech. They will also be able to view 30 other toy sets, all at the touch of a button.  
 
The retailer is aiming to have up to 100 LEGO top toys available to view in augmented reality by the end of July.

Nichola Cox, retail ecommerce manager from the LEGO Group, said: "We are incredibly excited to have partnered with Sainsbury’s Group to deliver this innovative, exciting, fun and immersing solution for Argos’s shoppers.  Our augmented reality execution not only embraces Argos’s digital vision but helps inspire and develop the LEGO builders of tomorrow making it a formidable collaboration.”  

When customers select an augmented reality view of a LEGO set from the Argos application, an animated version of the fully-made model will appear in the user’s home. For the first time, it will enable people to see the toys in action and view the scale of each model. Customers will also be able to zoom into and around each set to see the minute details of each piece. 

Mat Grabham, digital product manager at Argos, said: “Argos has always looked at new ways to innovate and improve how our customers shop with us.  As more and more of our customers – particularly busy parents – are shopping on-the-go using our mobile app and embracing advances in technology, using AR to showcase our products is a natural evolution.” 

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