@ SXSW: Metaio explains augmented reality and how Lego uses it

AUSTIN, Texas–Various forms of augmented reality are being deployed today, said Metaio’s Brendan Sculley, in business development with the company. Toy maker Lego is using augmented reality technology in its store so show children and parents how to build the toy model inside the box.
Augmented reality takes the physical and matches it to the digital, Sculley said.