LEGO Masters

LEGO Masters

For the first time, kids ages 13 and up can play with LEGO in an augmented reality (AR) environment.

Timed with National LEGO Day, LEGO Masters AR Builder makes its debut as a web-based AR experience intended for mobile browsers. Created by  Trigger – The Mixed Reality Agency in support of the TV premiere of LEGO Masters, the site gives users the digital tools that they need to build their own miniature LEGO models right on their screens.

Will Arnett (Arrested Development) hosts LEGO Masters, which premieres on Wednesday, Feb. 5 on Fox. In the new series, LEGO builders will face off in challenges that will test their creativity and skill until one duo is crowned the “LEGO Masters.” Arnett, who has voiced LEGO Batman in three films across the LEGO Movie franchise, also serves as an executive producer on the series, which is based on the British reality show of the same name.

Additionally, Trigger is also powering a Facebook experience in which LEGO fans can create instantly shareable LEGO Masters mosaics of themselves.

About the author

James Zahn

James Zahn

James Zahn, AKA The Rock Father, is Editor-in-Chief of The Toy Book, a Senior Editor at The Toy Insider and The Pop Insider, and Editor of The Toy Report, The Toy Book‘s weekly industry newsletter. As a pop culture and toy industry expert, Zahn has appeared as a panelist and guest at events including Comic-Con International: San Diego (SDCC) Wizard World Chicago, and the ASTRA Marketplace & Academy. Zahn has more than 30 years of experience in the entertainment, retail, and publishing industries, and is frequently called upon to offer expert commentary for publications such as Forbes, Marketwatch, the Wall Street Journal, the New York Times, USA Today, Reuters, the Washington Post, and more. James has appeared on History Channel’s Modern Marvels, was interviewed by Larry King and Anderson Cooper, and has been seen on Yahoo! Finance, CNN, CNBC, FOX Business, NBC, ABC, CBS, WGN, The CW, and more. Zahn joined the Adventure Media & Events family in 2016, initially serving as a member of the Parent Advisory Board after penning articles for the Netflix Stream Team, Fandango Family, PBS KIDS, Sprout Parents (now Universal Kids), PopSugar, and Chicago Parent. He eventually joined the company full time as a Senior Editor and moved up the ranks to Deputy Editor and Editor-in-Chief.

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