Preference Choice Publication

LEGOLAND Windsor incorporates AR to immerse visitors

Gabby Fernie

LEGOLAND Windsor Resort has partnered with Zappar to incorporate an augmented reality (AR) experience for its visitors. 

Created using Zappar's technology, the AR functionality has been added to the LEGOLAND Windsor Resort app as part of the launch of LEGO Mythica: World of Mythical Creatures, a brand-new IP and area of the park. 

The AR is activated exclusively via the app, which users are encouraged to download before they enter the site. When roaming around the LEGO Mythica area, visitors will come across four LEGO statues of mythical creatures; a Chimera, Alicorn, Hydra, and Sky Lion.

Scanning special plaques will reveal their real-world characters in AR which appear through a vortex, bringing the Mythica realm to life before visitor's eyes. Users can take selfies with the creatures, collect digital cards about the characters and learn more about their backstory via the app.

In addition, 3D portals can be placed either at home or in the park using the AR function, where users can visit four different areas of the magical realm: the Magical Forest; Hidden Valley; Raging Seas; and Mount Lava. In each location, they discover more about the animals that exist in LEGO Mythica by collecting special orbs and receiving special golden digital cards for their collection.

The app also aims to encourage random acts of kindness. Staff at the resort can give two limited edition ‘POP badges’ that feature special LEGO Mythica designs and open spy-holes into the realm by scanning the artwork on the badges using the AR function. These experiences can also be capture with photo or video to download and share with friends and family.

"Mythica is all about championing creativity and firing the imagination of kids who are our real heroes. Through the incredible flying theatre experience, a first for the UK, and the magic of AR we’re able to bring this brand-new world to life for kids like never before at LEGOLAND Windsor and really show the journey from LEGO characters to mythical creatures" said VP Global Brand and Marketing Director for LEGOLAND, Ash Tailor.