LEGO Group Introduces LEGO® HIDDEN SIDE™, Combining Building with Augmented Reality to Create A New Way to Play

 -Company pioneers experience where kids play with one hand in two worlds- 

NEW YORK (February 14, 2019) – The LEGO Group today unveiled LEGO® HIDDEN SIDE™, an augmented reality-enhanced LEGO play theme where kids must turn a haunted world back to normal, one ghost at a time. It is the only play experience available today that fully and seamlessly integrates augmented reality (AR) with physical construction to reveal a hidden world of interactive play. Developed for children 7 years and up, LEGO Hidden Side is now available at LEGO Brand Retail Stores and at retail outlets.

LEGO Hidden Side includes a series of eight “haunted” building sets full of awesome functionality and secret surprises that, on their own, provide the build and roleplay fun of any LEGO play theme. Activating the bespoke AR app developed together with the theme brings the models to life, revealing a hidden world of interactive mysteries and challenges to solve. When combined, the two worlds make each other even more compelling and fun. 

“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,” said Tom Donaldson, senior vice president, Creative Play Lab at the LEGO Group. “At our core we focus on tactile building, but AR presents opportunities to enhance physical LEGO play with new action and mastery elements. We’re breaking the mold of gaming-first AR play experiences to create a new type of play where the physical world actually influences the AR layer, instead of the other way around.” 

Core LEGO Building Experience 

LEGO Hidden Side building sets deliver everything kids love and expect from a LEGO building experience – the challenge of the build, a detailed model with functionality, and minifigure characters set in a story-driven universe. Each model can be built as it appears by day – a school house, bus, or graveyard, for example – and has transforming functionality to become the haunted version of itself. 

Truly Augmented Play 

The app lets kids assume a first-person perspective to join lead characters, Jack or Parker, as they explore their hometown of Newbury, using their mobile phones to see and solve paranormal mysteries beneath the surface of their environment. Game play prompts kids to hold their phone up to the physical LEGO models and interact with various elements, or “points of possession,” which release virtual ghosts that kids must then capture in the AR game to stop the haunting. Numerous scenarios create dynamic gameplay that requires kids to keep one hand in each world to progress the play. 

Donaldson added, “As we have designed LEGO Hidden Side, physical manipulation of the LEGO models alters the AR experience, and the AR experience prompts new things to discover in the 

physical models, creating a deeply engaging reciprocal play experience in two worlds that has never been seen before.” 

The app also consists of several short digital games that kids can play independent of the building set. 

LEGO Hidden Side marks the first time the company introduces one of its play themes as a service. After launch, the app experience will continue to expand with the addition of new ghosts, new game challenges, and randomization of gameplay so the experience is different every time kids play. 

Donaldson noted, “We’re leveraging some of the best elements of mobile games to keep the experience fresh, encouraging kids to return to their LEGO sets time and again to see what is different. With the thoughtful integration of LEGO building and AR technology, we can deliver a truly innovative play experience that taps into the everchanging landscape of fluid play, where children constantly find new moments and forms of play.” 

The LEGO HIDDEN SIDE app is a free download from the App Store and Google Play. For more information, visit www.lego.com/hidden-side

LEGO® Hidden Side™ Facts

LEGO® Hidden Side™ is an augmented reality-enhanced LEGO play theme where kids must turn a haunted world back to normal – one ghost at a time. It is the only play experience available today that fully and seamlessly integrates augmented reality (AR) with physical construction to reveal a hidden world of interactive play. Activating the bespoke AR app brings LEGO models to life, revealing a hidden world of interactive mysteries and challenges to solve. When combined, the two worlds make each other even more compelling and fun! 

The Story 

Jack and Parker are teenage bloggers who attend Newbury High School. Through an app on their mobile phones, they can see the unseen – and in this case, Newbury is overrun with ghosts! 

The Building Sets 

LEGO Hidden Side offers 8 building sets full of awesome functionality and secret surprises that offer the build and roleplay fun of any LEGO play theme. Each model can be built as it appears by day and has transforming functionality to become the haunted version of itself. 

70418 J.B.’s Ghost Lab
174 pieces, $19.99 (USD)
J.B.’s Ghost Lab playset features a cool mad scientist-inspired laboratory with a ‘Tesla-powered’ chamber to remove ghosts and a lot of tech details to inspire creative play. The set includes 3 minifigures: Jack Davids, tech genius J.B. and Douglas Elton, plus Davids’ ghost dog, Spencer, to role-play the action in the story and on the digital app. 

70419 Wrecked Shrimp Boat
310 pieces, $29.99 (USD)
This Wrecked Shrimp Boat playset features a cool, nautical-inspired shrimp boat that can split into two and be put together again, as well as a brick-built cliff that can become haunted. Experience this set with 4 minifigures: heroes Jack Davids and Parker L. Jackson, Captain Jonas and his son, Jonas Jr., plus Davids’ ghost dog, Spencer, and the legendary albino alligator to role-play the action in the story. 

70420 Graveyard Mystery
335 pieces, $29.99 (USD)
Build and play with this physical graveyard set featuring a tombstone statue that twists, grave that opens and a haunted toy tree! The playset includes 4 minifigures including heroes Jack Davis and Parker L. Jackson, a skeleton figure and Mr. Branson, plus Davids’ ghost dog, Spencer. 

70421 El Fuego’s Stunt Truck
428 pieces, $39.99 (USD)
This unique toy features a stunt truck with rear suspension and a rear-mounted toy cannon, plus an awesome 3-wheel motorcycle chopper. This augmented reality toy includes 4 minifigures: hero Jack Davids and stuntman El Fuego, bikers Dwayne and Joey, plus Spencer, to role-play as ghost catchers in this monster truck toy. 

70422 Shrimp Shack Attack
579 pieces, $49.99 (USD)
This construction set features a cool go-kart and a highly detailed shrimp shack kitchen and a large shrimp sign that pulls away from the shack and changes into a haunted sign. The set includes 6 figures: Jack Davids, Parker L. Jackson, Chef Enzo, Sally, Ronny, and Davids’ ghost dog, Spencer. 

70423 Paranormal Intercept Bus 3000
689 pieces, $59.99 (USD)
This school bus toy features a pull-out command center, flip-out ‘de-haunting’ cannons and rooftop scanners. Enjoy some silly role-play fun with 6 figures: Jack Davids, Parker L. Jackson, tech genius J.B., workers Nanna and Bill, and David’s ghost dog, Spencer. 

70424 Ghost Train Express
698 pieces, $89.99 (USD)
All aboard a ghost-hunting AR experience with lots of play-starting features, like ghost wings that fold-out with the flip of a lever and a ‘de-haunting’ cannon to help defeat the ghosts and return the old train station to normal. This toy includes 5 figures: Jack Davids, Parker L. Jackson, tech genius J.B., ticket agent Ms. Santos, and ticket guy Chuck. 

70425 Newbury Haunted High School
1,474 pieces, $129.99 (USD)
Enter a spooky-fun school that features a lot of fun play-starters, including a hidden chamber, bus station out front, computer lab, library, bathroom, chemistry room and bell tower. The entire school can change from normal to haunted. This set offers endless role-play with 8 figures: Jack Davids, Parker L. Jackson, Elton Douglas, Rose Davids, headmaster Mrs. Clarke, students Paola and Wade, and David’s ghost dog, Spencer. 

The AR App 

Kids assume a first-person perspective to join the lead characters, using their mobile phones to see and solve paranormal mysteries beneath the surface of their town. By holding their phones up to a physical LEGO model, “points of possession” are activated, releasing virtual ghosts that kids must then capture to stop the haunting. Kids must keep one hand in each world – physical and digital – to progress the play. A short digital game can be played independent of the building sets. The app will add new ghosts, game challenges, and randomization of gameplay to keep kids coming back to their models. 

Specs: free download from the App Store and Google Play for iOS 6S and up and Android phones on the Arcoren supported list. App works on tablets; however, the play experience is designed with phones in mind to facilitate kids’ ability to play with one hand in each world, which is easier to do with a phone.

You can download the iOS app here.

You can download the Android app here.

Ages 7 and up. Available globally August 1, 2019. 

For more information, visit www.lego.com/hiddenside.

 

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