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The Brief
Published: 12 Oct 2011

Life of George

Extra

Lego is entering the increasingly popular world of digital-to-physical game play with its Life of George game.

Updating the classic children’s toys for players of the digital age, the game combines physical Lego bricks with an iPhone app. During the game, ‘George’ shows you a picture that you have to recreate with Lego bricks. Once you have finished, you take a picture of your object on the Playmat. EyeCue, software-based vision recognition technology, reads the image and awards you points for speed and accuracy.

Brands are tweaking their products to keep up with the advances in augmented reality and digital technologies. The way children learn and play is changing. Apps, smartphones and tablets are fast becoming the tools they use to learn and play.

Life of George

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