Snapchat and the Lego Group have partnered to deliver an augmented reality (AR) lens experience in celebration of the iconic Danish toy company’s 90th anniversary.
Snapchatters and Lego fans will be able to use the AR experience to build their very-own life-sized fairgrounds and roller coaster-themed Lego models with Central London’s buildings for a canvas.
This new lens will celebrate how Lego allows people to harness the power of their imaginations for nine decades, offering fans a new, ultra-modern creative avenue in which to express themselves.
The app’s users will be able to view their creations for up to a year for the very first time, and will be able to save and return to their creations at a later date to work on them at their pleasure, with creators able to remove, replace, and add new models.
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“We’re really excited to be working with Snap on this opportunity to bring the joy of LEGO creation to more people,” Lego Group global social media strategy lead, Lea Sandell said.
“The LEGO system in play is all about unlimited creative opportunities, and we love the idea of new, ground-breaking technology and the classic LEGO brick – which is at the heart of what we do – coming together to bring this brand new experience to life.”
This latest project follows some rather sobering news however for the social media giant, which announced earlier this month that it would be reducing marketing spend and cutting 20% of its workforce, amid a wider ‘restructuring’.
