An interesting example of Lego using extended packaging to excite potential buyers, partnering with Metaio, see also, related work with Adidas.
'LEGO Group Brings its Augmented Reality Boxes to All Its Stores Worldwide
After a very successful evaluation phase of the "DIGITAL BOX" in selected stores, the Danish toy manufacturer is working with metaio to roll out the AR boxes to all LEGOr brand stores worldwide ... '
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