Snap partners with the LEGO Group for new London AR experience

Snap has partnered with the LEGO Group to launch a new augmented reality experience across London as part of the toy brand’s 90th anniversary.

Users around London will be treated to life-sized LEGO models that use “the buildings of Central London as their canvas”.

Users will be able to use Snap’s “City Landmarker” AR technology, which was launched during this year’s Snap Partner Summit, to build their own AR LEGO “fairground” using buildings in London’s Zone 1.

They can unlock the experience by scanning a Snapcode using the Snapchat camera or in the Snapchat Lens Carousel.

Lea Sandell, who works on global social media strategy at the LEGO Group, said: “We’re really excited to be working with Snap on this opportunity to bring the joy of LEGO creation to more people. 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”.

According to an internal memo at Snap obtained by The Verge, CEO Evan Spiegel told employees the company aims to have its AR-based advertising make up 10% of its total ad revenue next year.

The LEGO AR experience is now live in Central London and is accessible by users aged 13 and up.