Lego Life of George was launched on 1 October 2011. The product line was eventually discontinued by the end of 2013. Head of the New Business Group at Lego, Paal Smith-Meyer explained, 'For some the main driver was to see how can the digital really inspire kids to build more and play more physically,' and continued, 'So we're looking at this kind of play loop where you create something and then use it in a digital space and that play would then inspire you to go back, physically, and play more.” Construction sets Īccording to Bricklink, The Lego Group released a total of two Lego sets as part of the Lego Life of George theme. The patented brick recognition technology was invented by Ronen Horovitz, CEO and founder of EyeCue. Lego Life of George was developed by EyeCue, an Israeli technology company. The toy sets were marketed at children aged 8+ or above. The product line included Life of George toy sets that contained 144 pieces of Lego bricks, a play mat and an app. Users built their own 2D models as fast as possible and scanned them by using an app named Life of George. This has been described by The Lego Group as 'fluid play'. Lego Life of George was the first Lego product line designed to provide an experience that combines both physical and digital play. It was eventually discontinued by the end of December 2013.

The theme was first introduced in October 2011. Lego Life of George was a Lego theme that for the first time, combined standard Lego bricks with a mobile app (for iOS and Android). The combination of construction sets and game app

Lego digital designer 4.2