‘The Magical Forest’ AR Experience
Arriving at LEGOLAND(R) Windsor
Last year The LEGOLAND® Windsor Resort incorporated augmented reality (AR) into the design and launch of LEGO® MYTHICA: World of Mythical Creatures, a fresh IP featuring brand-new digitally enhanced experiences. After the hugely successful launch in the UK and powered by UK company Zappar’s AR technology LEGO® MYTHICA now features in LEGOLAND® Resorts around the globe. The LEGOLAND® Windsor Resort has today announced a new chapter in the story of LEGO® MYTHICA, with the arrival of an enchanting new, self-guided walk-through experience The Magical Forest.
Opening for the first time in Windsor on Saturday 30th April, The Magical Forest is an immersive experience inviting kids and their parents into a world fueled by children’s imaginations where magical creatures are brought to life via AR. The incorporation of immersive technologies in the park showcases how it can further enhance the resort experience, as park visitors use smartphone cameras to go on a virtual journey overlaid on their real-world trip.
The AR is activated exclusively via the LEGOLAND® app, which users are encouraged to download before they enter the resort. The AR component in The Magical Forest experience builds on the existing digital activations within the main LEGO® MYTHICA area of the resort but with a new twist and more interactivity. Families will set off on an intrepid adventure where an AR overlay takes users on a journey narrated by BOBs, the baby alicorn, as he’s magically brought to life and transforms from LEGO to his real-life form in The Realm. BOBs guides us along The Magical Forest pathway as we meet other creatures from the realm, including Crystal Claw Crabs, Baby Lava Dragons, Venus Fly Traps and the incredible Lava Dragon herself.
Through this adventure families get to help BOBs find his missing wing (was it those pesky Venus Fly Traps?!); breathe fire like a Baby Lava Dragon and play with the Crystal Claw Crabs; before witnessing and getting to capture a photo of the amazing mother Lava Dragon in full flight. With each creature, you discover you’ll also add a special virtual card to your digital collection with facts and stats about them.
To celebrate the launch of The Magical Forest there are also two exclusive limited-edition AR activated Pop Badges featuring the Crystal Claw Crabs and baby Lava Dragons to collect.
Helen Bull, Divisional Director at LEGOLAND Windsor Resort, said: “We’re hugely excited to be launching The Magical Forest which deep dives into LEGO® MYTHICA in an extraordinarily captivating way. Kids and their parents will be able to explore this enchanting walk-through experience filled with an abundance of amazing mythical creatures built out of LEGO®bricks. We can’t wait to welcome families once again to this epic land which received 5-star reviews last year and is the perfect place for families to build memories together and let their imaginations run wild.”
Caspar Thykier, Co-founder and CEO at Zappar, comments: “This really is a dream project to work on with such an iconic brand, venue and new IP. The challenge was to deliver spatial storytelling that could enhance and complement the incredible physical experience that is the cornerstone of a great day out at the LEGOLAND® Windsor Resort and really immerse family and kids in this wonderful world of LEGO® MYTHICA in a special way. We hope it surprises and delights everyone in equal measure.”
The experience is underpinned by Zappar’s AR technology, which enables brands and businesses to turn the camera capability on their customer’s devices into a digital discovery channel, transforming passive packaging, places, events and environments into interactive media channels that deliver increased engagement, brand awareness and sales across the mobile web and native apps.