Argos will be transformed into ‘Arghost’ this Halloween by LEGO’s spooky AR range Hidden Side for an evening ghost hunt event.
The retailer’s Tottenham Court Road store will will undergo a complete revamp with visitors to take part in a ghost hunt led by ‘professional ghost hunter’ Yvette Fielding.
Yvette, host of paranormal TV show Most Haunted, will entertain attendees with wicked ghost stories from the surrounding streets of London and take children on a ghost hunt to put pieces of a puzzle together and uncover LEGO’s new Hidden Side toy range.
Juliet Ward, Head of Toy Buying at Argos, says: “We’re thrilled to be recreating the world of LEGO Hidden Side in our store this Halloween through the unique ‘Arghost’ experience.
"This immersive event is a fantastic opportunity for children to discover the new toy range, at the time offering parents a fun activity for the kids this half term. We can’t wait to see our customers’ reactions to our spooky new store and get their feedback on this exciting new range from LEGO.”
The after-hours experience will see elements of the eight LEGO Hidden Side sets come to life, including the Graveyard Mystery, Newbury Haunted High School and Paranormal Intercept Bus.
The new brand is the first play theme from LEGO that blends physical and digital play through an AR-enabled smartphone app alongside classic LEGO bricks. The app experience will continue to expand with the addition of new ghosts, new game challenges, and exciting new gameplay, giving longevity and freshness to the experience, every time kids play.