LEGO Australia is giving iPhone users the unique opportunity to bring their LEGO bricks to life with the release of PlayMaker – a free mini-game app launched as part of the LEGO Festival of Play
celebrations in the year of the 50th Anniversary.
Developed in-house by Host Sydney, PlayMaker allows iPhone users to use their handset to take a photo of a LEGO brick in any shape or size and watch the app bring it to life in a series of illustrated animated mini-games.
Tapping into the construction bricks’ imaginative nature, users will see their humble LEGO brick become a rocket which needs to dodge meteors and collect stars; a shark feasting on fish and evading fishermen in the sea; a banana that needs to be kept from hungry monkeys; a pirate ship that needs protection from sharks; and many other exciting objects and animals.
To develop the app’s functionality, Host Sydney created custom methods for detecting the shape and PMS colours of LEGO bricks in various lighting conditions using Adobe Flash.
Commenting on the PlayMaker app development, Bob Mackintosh, Digital Executive Creative Director, Host Sydney said: “A LEGO brick can be anything you want it to be. Where one person might see a red brick as a rocket ship, another might see it as a fire engine. This ability to spark the imagination through play is what PlayMaker, and the Festival of Play, is all about.”
Caroline Squire, Director of Marketing, LEGO Australia and New Zealand added:
“The Festival of Play continues to show that LEGO elements can be enjoyed in so many ways, from giant installations with LEGO Forest, to play-inspired art mosaics with Brickworks, to historical recreations using LEGO Minifigures with Creating History.
Now with PlayMaker, fans young and old can also enjoy playing with LEGO bricks in the digital world as the iconic brick sets out on a series of mini adventures to be enjoyed in the palm of your hand.”
Now available to download for free in the App Store, PlayMaker is the latest activation to be announced as part of this year’s LEGO Festival of Play, a series of digital, social and experiential events all paying homage to the humble LEGO brick and its 50-year milestone in Australia.
Digital Executive Creative Director: Bob Mackintosh, Host Sydney
Associate Digital Creative Director: Juca Lopes, Host Sydney
Executive Producer: Memi Chang, Host Sydney
Interface Design: Christian Hewitt, Host Sydney
Creative Technologist: Damien Oliver, Host Sydney
Copywriter: Kae Yen Wong, Host Sydney
PR: One Green Bean