Argos and Lego combine for new augmented reality offering

UK retailer Argos has launched an augmented reality (AR) feature on its mobile app, allowing customers to see full-scale versions of select Lego toys before they buy them.

Some of Lego’s bestsellers feature as part of the new arrangement, which aims to give parents a better understanding of the toys’ details and sizing prior to purchasing them online or in-store.

By the end of July, the touch of the AR view button on the Argos iOS app will enable customers to receive a detailed, close-up view of around 100 toys from various angles.

Toys set to be available in AR include the Star Wars Kessel Run Millennium Falcon set, and Disney Princess Sleeping Beauty Fairytale Castle.

Matt Grabham, digital product manager at Sainsbury’s-owned Argos, commented: “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.”

Once pressed, the “View in AR button” will display AR-compatible products before guiding customers to a flat surface where the animation will pop up on their iPhone (6S and above) or the latest iPad or iPad Pro.

“We are incredibly excited to have partnered with Sainsbury’s Group to deliver this innovative, exciting, fun and immersing solution for Argos’s shoppers,” explained 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.”

Lego has been quick to trial various digital innovations as it looks to present its products to customers in the most compelling ways, and it was one of the first brands to use Facebook’s 3D imagery tool which launched earlier this year.

In March, Essential Retail spoke to the group’s then eCommerce lead Stephen Mader, who said that Lego would be advocates of any brand taking more control of the product experience.

“What we are trying to convey is not just inspirational moments for kids, but also to show the 'play value' of the product,” Mader, who has now left the business, explained at the time.