KYLE POINTER
Product Design
Lego Hidden Side Theme
One of the major projects I was involved in during my work at The LEGO Group was the ideation and development or a new Lego Theme for 2019 called Lego Hidden Side. Hidden Side is a first for Lego themes as it incoperates AR into each set, depicting ghostely and ghouley worlds through a mobile app, that we cannot otherwise see.
The project began as an exploration for a new theme for the Lego portfolio, and quickly the theme of ghosts, the undead and a world of mystery and secrets was decided as a great option that offered something different to all existing themes.
A large part of the initial R&D phase was to develop brick built models that could be used as a foundation for the theme. My team and I explored several pathways for the theme including different brick built code systems, hidden doors, secret items, challenges within the sets and competitions. Some ideas included catching ghosts, working out how to get from one side of a set to the other through locked doors and secret passages, how to open secret boxes and uncover secret codes.
Currently the theme is still in it's early creation, with the first season of sets released in Autumn 2019. I look forward to seeing the theme grow and how it develops over time.
Due to confidentiality Disclosures between myself and The LEGO Group I am unable to present any images of development or prototypes, only official final visualisations.