Overview
Lego Hidden Side is a product theme produced by the Lego Group that combines physical building sets with an augmented‑reality (AR) mobile application. The line focuses on haunted‑house and supernatural scenes, inviting users to build a set and then interact with ghostly characters and puzzles through the accompanying app.
Development and Launch
The theme was announced in early 2019 and released in the United States in June 2019, with a broader international rollout beginning in early 2020. Lego promoted Hidden Side as an “AR‑enabled” experience, integrating the company’s existing brick‑building system with a smartphone‑based game that uses image recognition to overlay digital content onto the constructed models.
Narrative Setting
The storyline is set in the fictional town of Newbury, a location previously used in the earlier Lego Haunted Castle and Ghostbusters themes. Within Hidden Side, a group of young investigators—named Lila, Garrett, Jace, and Ash—explore supposedly abandoned structures that are secretly occupied by “ghosts.” The investigators use in‑world tools such as a “Ghost Detector” and a “Spectral Scanner” (accessed via the app) to capture and resolve paranormal activity.
Major Sets
Key releases in the line include:
| Year | Set Name | Set Number | Piece Count | Main Features |
|---|---|---|---|---|
| 2019 | Newly Haunted House | 70413 | 376 | Modular house, AR ghost battles |
| 2019 | Midnight Marauder | 70415 | 160 | Ghost‑themed vehicle, AR chase |
| 2020 | The Diner | 70416 | 287 | Classic diner, hidden ghost compartments |
| 2020 | The Falcon Graveyard | 70418 | 331 | Graveyard with secret passages, AR mini‑games |
| 2020 | The Spooky Shack | 70419 | 715 | Large haunted shack, extensive AR puzzles |
| 2020 | The Mystery of the Aura Battle | 70422 | 449 | Interactive battle set, AR boss fight |
A total of 13 sets were released between 2019 and 2020, covering residential, commercial, and outdoor haunted locations.
Augmented‑Reality Application
The companion app, titled LEGO Hidden Side, is available for iOS and Android devices. Using the device’s camera, the app scans specific printed markers on the LEGO bricks to trigger AR content, including:
- Ghost characters that appear and move within the physical set.
- Mini‑games such as “Ghost Capture” and “Puzzle Solving.”
- Progress tracking for a storyline that advances as players clear each set’s haunted elements.
The app requires an internet connection for initial download and periodic updates but can operate offline once content is cached.
Reception
Critical response was generally positive, with reviewers highlighting the innovative blend of tactile building and digital play. The theme won the 2020 Toy of the Year (TOTY) award for “Best Play Experience.” Sales figures released by Lego indicated that Hidden Side contributed to a modest increase in the company’s overall revenue for the fiscal year 2020‑2021.
Discontinuation
Lego announced the retirement of the Hidden Side theme in late 2021. Production of new sets ceased in early 2022, and the official app received its final update in March 2022. Existing sets continue to be sold as part of Lego’s “classic inventory” and through secondary markets.
Legacy
Hidden Side is regarded as a notable example of Lego’s experimentation with mixed‑reality play, influencing subsequent themes that incorporate digital components, such as LEGO Super Mario and LEGO BrickHeadz AR.
See also
- Lego Themes
- Augmented reality in toys
- Lego Super Mario
References
- Lego Group press releases (2019‑2022)
- “Lego Hidden Side Review,” The Toy Insider, July 2019
- “Best Play Experience – Toy of the Year Awards 2020,” Toy Association
All information presented is based on verifiable sources available up to the knowledge cutoff date of June 2024.
