LEGO Group has announced that it is rolling out its augmented reality ‘Digital Boxes’ to all LEGO brand retail stores.

If potential consumers want to know what the LEGO in a box looks like assembled, they hold it up to the Digital Box to see it projected in augmented reality, along with LEGO people moving around the construction. The technology was developed in a partnership with technology company metaio.

According to LEGO Group, as purchase decisions at toy market point of sale are mostly driven by on-the-spot customer excitement, products like LEGO sets can take hours of construction.

“The Digital Box helps consumers get a better impression of our products. We’ve had very positive feedback from our stores and customers,” said Torben Nielsen, director of 3D technology from the LEGO Group’s digital development department.

“It’s impressive to see what AR can do for consumers and brands. There will be more to come in 2010, and we are proud to work as a pacemaker in this dynamic and innovative technology field,” explained Jan Schlink, corporate communications manager at metaio.