augmented reality

“We want to feed the imagination of the next generation of creatives, providing a new canvas for kids to creatively express themselves,” said Julia Goldin, Chief Product and Marketing Officer at the LEGO Group.

We caught up with Caleb Paullus, lead creative at Fabric Flavours and the founder of Pinfinity, to learn more about why toy firms should be looking at bringing their brands to life in this way.

“We’re creating a new type of play where the physical world actually influences the AR layer, instead of the other way around,” said LEGO’s Tom Donaldson.

In the first of a new series of pieces from Sensible Object looking at the development process behind its new edition of Beasts of Balance, lead designer Tim Burrell-Saward talks us through the initial prototyping stage.