For a new area of its park, Legoland Windsor Resort created a new augmented reality experience that brings four mythical creatures to life. Lego Mythica: World of Mythical Creatures invites kids to interact with a chimera, alicorn, hydra and sky lion by scanning special plaques outfitted with branded Mythica codes. At an AR activation point, the fantastical creatures appear so that kids can take pictures, collect digical cards and learn more about the origins of the creature and their backstory.
Thanks to augmented reality, the portals that reveal the creatures can be experienced in the park or placed at home. In person, families have the chance to explore areas like the Magical Forest, Hidden Valley, Raging Seas and Mount Lava.
Mythical AR Attractions
Legoland Windsor Resort Shares AR Activation Points
Trend Themes
1. Augmented Reality Attractions - The use of augmented reality technology in creating interactive attractions in amusement parks provides an opportunity for innovative and immersive experiences.
2. Digital Collectibles - The adoption of digital collectibles in augmented reality experiences provides an opportunity for expansion of merchandise sales and increased engagement with customers.
3. Hybrid In-park and At-home Experiences - The combination of in-park and at-home augmented reality experiences provides an opportunity for theme parks to increase accessibility and engagement with customers beyond just the physical park location.
Industry Implications
1. Amusement Parks - Incorporating augmented reality experiences and digital collectibles in amusement parks provides an innovative opportunity to attract and engage customers of all ages.
2. Merchandise Retailers - The adoption of digital collectibles in augmented reality experiences creates an opportunity for merchandise retailers to expand their product offerings beyond physical items and increase sales.
3. Technology Providers - The demand for augmented reality technology offerings by amusement parks and merchandise retailers provides an opportunity for technology providers to expand their customer base and explore new business models.