Just try prying your kids away from LEGO’s newest digital window display. Featured at the LEGO store at Water Tower Place in Chicago, this interactive display doubles as a game where kids — as well as their parents and grandparents, if they so choose — are virtually transformed into LEGO figurines that mimic their every move, creating a fun experience for shoppers and helping to drive customers into the stores.
This isn’t LEGO’s first foray into experiential retail. Last year, the company launched digital box kiosks, which use augmented reality to showcase how each LEGO box set comes together when held up to the screen. Originally, the kiosks were pre-loaded with just 15 sets, but now LEGO has employed an upgraded version that contains data for approximately 500 sets. “It really brings the toy to life, and shows you the creativity and where you could go with what’s inside the box,” Tinsley said.