I’m going to cop to this not being an overtly geographic post… but it’s Lego. And augmented reality. If I may indulge to my inner child for a moment… SQUEEEEEEEEEEEE!!!!! In all seriousness, it’s a pretty need implementation of augmented reality in that it doesn’t require any special printing on the box. They simply take the picture in 2D and create a 3D model from its pre-configured library, adding in animation and sound. That works pretty well if you have a set number of known models. I also really like some of the navigation techniques they’ve used.