LEGO Hidden Side AR building kits “will bridge generations” as toymaker teases plenty more to come

LEGO’s Hidden Side Augmented Reality infused play-sets are not just the ‘bridge between physical and digital play that kids have been calling for,’ but the bridge between generations, according to Marius Lang, senior director of marketing for the UK and Ireland.

At a UK media launch held at Leicester Square’s London LEGO Store, Lang added that there is plenty more to come from the Danish toymaker’s latest franchise and the technology that it uses to “enhance play for children born into a world where the digital and physical are fluid.”

LEGO’s Hidden Side is an original IP that takes fans into a world split between dimensions and challenges them to uncover haunted areas within its series of builds. Users can construct a collection of unique sets, including hero items such as the school bus and high school, which can be transformed from their everyday builds, into nightmarish sites of ghosts and ghouls.

Then, with the LEGO Hidden Side AR app, players can embark on an augmented reality-fuelled adventure, taking on the role of either ghosts or ghost hunters, to haunt sets or track and capture as many ghosts as possible by uncovering their whereabouts in the build.

“Unlike a lot of AR games that you have today, that place the gameplay on the passive real world setting, LEGO Hidden Sides actually has players interacting with the play-sets as they play the game.”

Players enter the game mode firstly by scanning their completed build. The game will then challenge them to manoeuvre their phone screens around the set to discover its ‘hidden side.’ Following prompts on-screen, players will be tasked with manipulating parts of the building set in order to take them to the next stage of the game.

“It’s all about maintaining that connection with the real world while they are playing the game,” continues Lang. “We know that kids are digital natives, so this encourages them to connect with the physical while they are gaming. It’s the perfect bridge between physical and digital play. This is technology with a real purpose for enhancing game play; not just tech for the sake of it.

“With this in mind, LEGO is on a mission to unite generations. LEGO Hidden Side is the perfect way for parents and kids to engage in play, by building these LEGO sets, and the digital AR element brings these physical sets to life in a way that those of the older generation can relate to and see what it brings to their child’s play.”

Hidden Side is just part of LEGO’s initiative to integrate modern and mobile technology with its physical brick-building experiences, joining the likes of Star Wars-licensed learn-to-code LEGO projects, Creator apps, and more.

On top of this, LEGO has hinted that the advancement of the technology utilised in its Hidden Side IP has the potential to be transposed to further IP in the LEGO IP, while the Hidden Side franchise itself boasts of limitless opportunity for the future.

“This is just the start of what LEGO Hidden Side is delivering this year, with the sets primed to be big hitters for this Christmas,” says Lang. “We are already thinking about where this goes next, and I can tell you, it is an exciting prospect for what’s to come.”


About Robert Hutchins

Robert Hutchins is the editor of and ToyNews. Hutchins has worked his way up from Staff Writer to the position of Editor across the two titles, having spent almost eight years with both ToyNews and, and what now seems like a lifetime surrounded by toys. You can contact him by emailing or calling him on 0203 143 8780 You can even follow him on Twitter @RobGHutchins if ranting is your thing...

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