The LEGO Group Introduces LEGO Hidden Side, Combining Building With Augmented Reality To Create A New Way of Play

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 showcased to buyers, media and influencers for the first time at American International Toy Fair Booth in Booth 1335 of Hall 3B at the Jacob K. Javits Convention Center, February 16-19. 

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. 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. 

LEGO Hidden Side will be available globally in late summer 2019. Physical sets will range in price from $19.99 to $129.99 (USD). The LEGO Hidden Side app will be a free download from the App Store and Google Play.

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

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