Argos and the LEGO Group team up to offer augmented reality app

The LEGO Group has teamed up with Argos to offer an augmented reality experience.

UK retail giant Argos has added an augmented reality (AR) feature to its app, which can bring LEGO sets to digital life thanks to a team up with the brick brand. The new app promises to give customers a better idea of what they are buying, which could be particularly helpful as Argos does not display products in a traditional way.

Around 100 LEGO sets will be included in the AR app. All shoppers need do is press the “View in AR button”, to allow an AR animated version of the product pop up before them. Similar technology is currently used in the LEGO Store, although built into the displays rather than as part of an app.

“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,” Matt Grabham, digital product manager at Sainsbury’s-owned Argos, told Essential Retail.

“We are incredibly excited to have partnered with Sainsbury’s Group to deliver this innovative, exciting, fun and immersing solution for Argos’s shoppers,” added Nichola Cox, retail eCommerce manager for the LEGO Group. “Our AR execution not only embraces Argos’s digital vision but helps inspire and develop the Lego builders of tomorrow making it a formidable collection.”


Graham was the Editor up until November 2020. He has plenty of experience working on LEGO related projects. He has contributed to various websites and publications on topics including niche hobbies, the toy industry and education. Follw Graham on Twitter @grahamh100.

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