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Just noticed the bottom left of this box, what is an APP brick? I can guess that it is some sort of brick to interface with some sort of software application, but how etc? Is this the first set to have one?
http://brickset.com/sets/70169-1/4x4-Agent-PatrolIt actually says 'Bricks' plural, which makes it even more (well, slightly) more interesting.
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https://play.google.com/store/apps/details?id=com.lego.ultraagents.ultraagents&hl=en
Here is the description:
"Astor City is under attack from a mysterious group of Super Villains! Will YOU save it?
ULTRA AGENT, this is no every day band of Super Villains, it’s going to need everything we can throw at them: our mobile command centre, quad bikes and supersonic jets are all at your disposal.
Find clues, solve mysteries and save the city by joining the new ULTRA AGENTS – Astor City’s elite crime-fighting force. Use your skills and abilities to stop TOXIKITA stealing the deadly Pollutonium from the lab. Bring down TREMOR as he tries to access the ULTRA AGENTS’ secret computer core. Dare you go head to head with INFEARNO on his flaming hover board?
Features
- An Interactive Graphic Story in six thrilling episodes
- Sharpen your ULTRA AGENT skills with six exciting games!
- Uncover clues with special futuristic gadgets
- Find out more about the unique world of the ULTRA AGENTS
- Track your progress as you become a true ULTRA AGENT operative
PLEASE NOTE: Recommended usage on tablet devices for an optimal experience. The LEGO® ULTRA AGENTS app is free to play. However, you will experience references to actual LEGO® construction toys and minifigures for inspiration.
LEGO advises kids to ask for parental consent before downloading!"
Doesn't say much other than it'll have an interactive comic and some way of using the sets to "uncover clues" - no doubt just a fancy way of getting kids to want all the sets to complete the app game.
https://www.google.co.uk/webhp?sourceid=chrome-instant&ion=1&espv=2&ie=UTF-8#q=lego ultra agents app
Seems that each brick unlocks a 'challenge', which, when completed, gives alternate instructions for the set.
I imagine you need to download an app then use you camera to 'scan' the object, which like a QR code will link you to some sort of hidden content. Interested to see how it works though.
Personally I am with KingDave on this and I think they should stick with the physical elements. There is too much online/digital things out there and what is great about Lego is that children (and adults) can unplug and do something creative without all that. Obviously it seems to be doing pretty well so they don't really need to come up with new directions like this.
Besides that, who knows whether this actually cost the LEGO Group a lot more to develop than any other app? It's entirely possible that there are no integrated circuits whatsoever in the app brick and it's just a glorified 1x1 brick with side stud.
The point of integrating the two experiences is not to get kids who love building to play video games so much as to give kids who love video games an incentive to buy the sets. Physical toys have always been the LEGO Group's core business, and the video games are primarily designed to promote the toys, same as with LEGO books, comics, and cartoons.