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How Lego is adding augmented reality to playtime

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Lego at Cannes Lions Festival

Lego CMO discusses what the toy company is doing to stay relevant in the digital world of play.

Lego has a spooky new theme to help kids interact with their creations online.

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Speaking from the Cannes Lions International Festival, Lego's global CMO Julia Goldin explained to FOXBusiness' Maria Bartiromo how the building-block company is connecting the physical playtime experience with a digital twist.

"What [kids] like is switching between the different worlds, so that has created opportunities to engage with them in different ways," Goldin said.

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Lego will unveil their new augmented reality theme "The Hidden Side" in August, and will use what kids build and add a virtual hidden world where their creations can come to life. Players are meant to solve mysteries in a haunted town with their creations.

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Watch the video above for more on what Lego is doing to engage kids at home and online.

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