Press Release

The LEGO Group and metaio Work on the Next Generation of Augmented Reality using Intel Technology

The LEGO® DIGITAL BOX kiosk based on the 2nd Generation Intel® Core™ i7 processor is a new benchmark in performance for real time image processing and rendering.

Munich, February 17th, 2010 – The DIGITAL BOX kiosk, currently installed in all LEGO® Brand Stores worldwide, is seen as one of the best examples in Augmented Reality (AR) today. Combining the added value of more confident buying decisions with product fascination makes this a one-of-a-kind solution. By integrating the 2nd Generation Intel® Core™ i7 processor, the LEGO Group and their development partner metaio achieved even better performance, improving the product capabilities and customer experience when interacting with this futuristic kiosk.

Customers can hold LEGO boxes up to the DIGITAL BOX and watch a 3D animation of the product – from all angles, in every detail. This is made possible by metaio software, which fuses virtual 3D content into a live video of actual product. The technology not only creates a fascinating technical experience, but also gives LEGO Brand Stores a unique selling pitch while helping to inform interested buyers. This real time image analysis and processing combined with the live rendering is very extensive. The 2nd Generation Intel® Core™ i7 processor improves the overall performance and overcomes some of the current bottlenecks. For example, it is very hard to recognize and “track” (use the image of the packaging as optical reference for true to scale and true to position display of the referenced information) hundreds of possible boxes and render the multimedia animations smoothly and fast. Everything has to be done in parallel, thus a multi-threading high-performance chip set comes to the rescue.

“Together with the LEGO Group, we have developed one of the most successful augmented reality systems worldwide. By integrating 2nd Generation Intel® CoreTM processors we are able to improve our software’s performance and flexibility,” comments Dr. Thomas Alt, CEO of metaio.

“Working closely with Intel´s developers on the powerful 2nd Generation Intel® Core™ processor platform helps us create the AR system of the future,” says Olav Gjerlufsen, Director from LEGO Digital, which is responsible for the development of the LEGO Group’s digital business.

“The DIGITAL BOX helps consumers get a better impression of our products and generates excitement. However, the current computer set-up we use is bulky and limits the use of the DIGITAL BOX to our own 62 stores. With the new powerful processors from Intel, we hope to integrate almost every product and extend its use to other stores as well.”

“With the 2nd Generation Intel® CoreTM processor family featuring visually stunning graphics built-in, Intel enables companies such as the LEGO Group and metaio to innovate and meet the growing worldwide demand for new interactive and augmented reality solutions,” said Jose Avalos, director of retail and digital signage, Embedded Computing Division, Intel Corporation. “By integrating technology into the shopping experience, the solution truly allows for a unique and fun experience for children.”

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About the LEGO Group

The LEGO Group is a privately held, family company, based in Billund, Denmark. It was founded in 1932 and today the group is one of the world's leading manufacturers of play materials for children, employing approximately 9,000 people globally. The LEGO Group is committed to the development of children's creative and imaginative abilities. LEGO products can be purchased in more than 130 countries.

LEGO and the LEGO logo are trademarks of The LEGO Group. ©2011 The LEGO Group.

About Metaio

The worldwide leader in Augmented Reality (AR) research and technology, Metaio develops software products for visually interactive solutions between the real and the virtual world. Based on the Metaio Augmented Reality platform, digital and 3-D content can be integrated seamlessly into the real world through the user’s camera view. Serving over 100,000 developers and powering over 1,000 apps for enterprise, marketing, retail, publishing and industrial cases, over 30 Million consumers use Metaio’s AR software. Learn more at www.metaio.com

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Jack Dashwood

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Anett Gläsel-Maslov

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