Danish toymaker LEGO is launching a new free augmented reality app based on its BrickHeadz toys for Android devices. LEGO BrickHeadz Builder, available today, enables kids to bring their BrickHeadz toys to life by personalizing a digital version of the character.
The BrickHeadz line features classic LEGO bricks with an instruction manual for fans to build a collectible figure with a big head and little body. First launched in March 2017, the line features characters from Marvel (Iron Man, Captain America, The Hulk, Black Widow), DC (Batman, Robin, Batgirl, The Joker) and Disney (Belle, The Beast, Captain Jack Sparrow). Moving forward, the toymaker plans to continue to expand the line with additional characters.
The app guides kids through the steps of construction from beginner to free builder, and allows them to discover new characters and objects by solving play formulas in a “magic book”. Users can also explore virtual LEGO models and play with different characters. There are no in-app purchases, and it is created for children of all ages.
The experience builds on LEGO’s recent moves in merging tech with its construction toy sets, including the launch of LEGO AR-Studio, an iOS app using AR to help kids build their sets that was released in December. It also recently launched an Amazon Alexa skill with LEGO Duplo that allows children ages two to five, to use an Alexa-enabled device and to listen to stories teaching numeric, color recognition, articulation and more while building along.