LEGO Life of George: iPhone Game Meets Real LEGO Sets

Interactive toys that incorporate technology like the iPhone and iPad are becoming increasingly popular. This week, Disney introduced Appmates, a new line of toy cars that can be driven directly on an iPad’s display.

Following suit, Lego has just launched the Life of George game, which pairs physical Lego bricks with an EyeCue-enabled iOS app. Players are tasked with assembling models based on photographs in the app using 144 Lego pieces and a special gaming mat. After constructing the model, players capture it using their device’s camera to earn points for speed and precision.

The game features 12 levels, each with ten photos, allowing for the construction of up to 120 unique models.

It also offers a two-player mode and a creative mode where players can build models from their own photos. Life of George will be available in stores starting October 1st, retailing at US$30.

[Via Engadget]

Show full PR text
LEGO GROUP UNVEILS FIRST FULLY INTEGRATED DIGITAL-TO-PHYSICAL GAMING EXPERIENCE

– Combining physical building with a digital gaming application, LEGO® Life of George invites builders to test building skills in a race against time-

BILLUND, Denmark, September 29, 2011 – The LEGO Group today announced LEGO® Life of George, its first product to combine digital and physical play for a hands-on LEGO gaming experience. Featuring patent-pending brick recognition software, powered by EyeCue, the game challenges players to build models, and place them on a play mat that acts as a “green screen” to capture the image and receive a score based on accuracy and speed. Beginning October 1, 2011, players can purchase the LEGO Life of George set for $29.99 from LEGO Stores and shop.lego.com and download the free Apple iOS compatible gaming application.

LEGO Life of George is a 12-level game that can be played in novice or expert mode.

Each level showcases an adventure from George, around whom the game revolves, and is comprised of models of varying difficulty based on the number of bricks needed and the building techniques required to replicate them. Builders are challenged to physically recreate the virtual models from George’s photo album using the LEGO bricks included with the game; once they have successfully completed all 10 models the next level will be unlocked.

In addition to Game Mode which can be played alone or against one competitor in a pass-and-play format, a Creation Mode called “My Life” enables users to design and capture their own models in the app’s virtual scrapbook.

“We understand consumers’ powerful connection to casual gaming, and we have seen how successfully the LEGO brand can translate to a virtual experience, so we pursued development of a fun way to combine both physical and virtual play into one product,” says Paal Smith-Meyer, head of new business at LEGO Group. “Life of George is a result of our desire to provide an innovative way for existing and new fans to play with LEGO bricks and interact with the brand.”

Who is George?
George is a software engineer by day and adventurer by night. His main hobbies are travel, photography and numbers, and has a fun storyline for players to follow and engage with via his Facebook page, I Am George.

Scott

Brian is a dedicated writer for TUAW, where he shares his insights and expertise on all things Apple. With a deep love for technology, Brian covers a wide range of topics, from the latest iPhone and iPad releases to the intricacies of macOS and Apple Watch features. His clear and engaging writing style makes complex tech topics accessible to all readers. Brian’s enthusiasm for Apple products shines through in every article he writes.