Lego boxes get the augmented reality treatment

LEGO has trialled the use of augmented reality on its boxes. Before making a decision about which kit to buy shoppers can now hold up the box to a scanner/screen and a code enables the AR feature. A 3D model of the Lego kit is then displayed on the screen in front of you. If you move the box around the 3D image changes, giving you a really good sense of what's inside the box - and whether it's worth purchasing.

I can really see this catching on, particularly in the toy department, though there are some possible drawbacks. For example, had this been available when I bought a £100 Playmobil Hospital that is now sat in my daughter's room gathering dust, I probably wouldn't have bothered. I'd have realised that it's just an empty building with very few interesting bits inside - hence the rneed to fork out another another £75 for all the other gubbins that make it more fun to play with. I guess that's good Product Management though eh!

On a similar note, I can't wait to see how the RFID business evolves when they start to appear in iphones. Check out this neat RFID iphone prototype. Again, exciting opportunities here for the children's market.