Unwrapping Fun: Lego's AR-Powered Snowball Frenzy Hits Stores for the Holidays

The holiday season is upon us, and Lego is turning shopping into a spirited transatlantic competition with the launch of its augmented reality (AR) "Snow Throw" snowball throwing contest. As part of Lego's broader "Play is Your Superpower" campaign, the AR-powered Snow Throw adds a touch of digital magic to the in-store experience, inviting shoppers from Lego's flagship locations in New York and London to engage in a friendly snowball fight, all in the name of fun and community.

Frosty Fun in the Digital Era

Displayed in the store windows of Lego's 5th Avenue store in New York and Leicester Square location in London, the Snow Throw challenge aims to create a sense of togetherness across the globe. Shoppers, both young and old, are encouraged to virtually fling snowballs, competing to see which city can throw the most. The live leaderboard in each store keeps track of the friendly competition, turning a routine shopping trip into an exciting global snowball blitz.

Playful Tech for the Next Generation

Lego's use of augmented reality isn't just a novel addition to the holiday shopping experience; it's a strategic move to captivate younger audiences. By integrating AR into their campaign, Lego combines the joy of in-person shopping with cutting-edge technology, providing a unique and engaging experience for both children and adults. The playful Snow Throw challenge is a delightful way to bring families and friends together, tapping into the magic of the season.

Snow Throw and the "Play is Your Superpower" Campaign

Snow Throw is not just a standalone initiative; it aligns seamlessly with Lego's overarching "Play is Your Superpower" campaign. Launched in September, the campaign encourages families to prioritize play and transform ordinary moments into something extraordinary. The festive 30-second hero spot, unveiled earlier this month, showcases the Lego play experience, featuring children, adults, and lively Lego gifts in a high-energy snowball challenge.

In-Person Shopping Experiences Making a Comeback

After years of pandemic restrictions, brands are prioritizing in-person shopping experiences to reconnect with consumers eager to step back into the world. Lego's Snow Throw is a perfect example, creating a playful and interactive environment within its stores. With Snow Throw, Lego combines the joy of holiday shopping, the thrill of friendly competition, and the magic of augmented reality, delivering a memorable experience that goes beyond the transactional.

Build to Give: Extending the Joy Beyond the Store

In addition to Snow Throw, Lego is running its annual Build to Give initiative, encouraging consumers to build a heart from Lego bricks and share it on social media with the hashtag #BuildtoGive. For every post, Lego will donate a Lego set to a child in need, extending the spirit of giving and community engagement beyond the store walls.

As the holiday season unfolds, Lego's Snow Throw stands out as a delightful example of blending tradition with innovation. By integrating augmented reality into the shopping experience, Lego is not just selling products; it's creating memories and fostering a sense of community. In a world where technology often takes center stage, Lego reminds us that, during the holidays, the power of play is indeed super.