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Lego Technology

Snapchat and Lego Wear stick together for shoppable AR experience

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By John Glenday, Reporter

February 13, 2019 | 2 min read

Snapchat has teamed up with Lego Wear to offer its members a shopping experience with a difference in the form of a pop-up augmented reality fashion boutique in London.

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Snapchat and Lego Wear stick together for shoppable AR experience

Shoppers who pop into the Fitzrovia pop-up today will find the spartan store dressed solely with a Snapcode but by whipping out the Snapchat app they will be transported to a virtual Lego store complete with a variety of Kabooki streetwear, a DJ, figurines and even an arcade machine.

Lea Sandell, social media innovation lead at the Lego Group, said: “We’re an innovative, playful brand at heart and part of that is exploring new digital channels and technologies. This was a unique opportunity to collaborate with Kabookion their brand new limited edition product for adults and tap into both the sense of style and the nostalgia of that audience – while exploring that interesting space where the digital and physical worlds merge.”

Lego marketing is being thrust into overdrive ahead of The Lego Movie 2, with ITV reshooting a full ad break using nothing but Lego in one eye-catching stunt.

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Lego is a line of plastic construction toys that are manufactured by The Lego Group, a privately held company based in Billund, Denmark. The company's flagship...

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