As we look back at 2009, a technology milestone for the printing industry, marketing communications, education, and the media world may be the rise of augmented reality. Augmented reality (AR) is a field of computer science that involves combining the physical world with an interactive, three-dimensional virtual world. This term might be new to some of you, but augmented reality makes print the ultimate in interactive media. Engaging customers with print is sometimes difficult, but augmented reality is popping up everywhere to drive product sales, get people to open magazines, and enhance the educational experience associated with books.

In November, Danish toy manufacturer LEGO launched its “DIGITAL BOX” in selected toyshops and LEGO stores worldwide. This interactive terminal utilizes innovative technology supplied by Munich-based augmented reality expert Metaio in the form of a software program specially developed for the LEGO Group. Together with a camera and display screen, the software enables a LEGO package to reveal its contents fully assembled within live 3-D animated scenes.

In today’s buyers’ market, purchasing decisions are often driven by consumer excitement about a product. This certainly applies to the toy market. Ideally, consumers will want to hold a potential purchase in their hands and look at it closely from all angles, but this can be difficult when the product is composed of individual pieces. For example, consider construction toys—even if you opened the box right away, it would take hours to find out what the toy looked like when it was assembled. The DIGITAL BOX from LEGO provides a solution. Parents and children can hold special LEGO boxes (containing a hydraulic digger or police station, for example) up to an interactive kiosk to see a 3-D animation of the assembled product superimposed on the box.