The theme was also the result of an extensive investigation by The Lego Group into augmented reality gameplay with the use of advanced hardware. Digital ghosts that can only be seen with the phone!" Senior Design Manager Sven Robin Kahl commented, "It was clear they needed to create a ghost theme, as that concept worked so well with the digital layer. The team at the Creative Play Lab came up with many concepts and tested them with children to assess their reactions. Lego Hidden Side began with a brief given to the company's Creative Play Lab to develop a concept for a "Play-Theme 2.0", a theme that would include augmented reality to enhance physical Lego play. Players explored the various haunted locations of Newbury through these characters, with clues about the city's history of paranormal activity revealed within the sets. The augmented reality play experience focused on the main characters Jack and Parker who begin ghost-catching in Newbury. The app provided the interactive aspect of the experience when a smartphone was held up to the physical sets. The digital world represented the "hidden side", a hidden world that is populated by virtual ghosts. This involved the use of a smartphone app that brought the sets to life and revealed a hidden digital world that offers various challenges. The Hidden Side theme involved traditional brick built playsets, but combined them with augmented reality.
This has been described by The Lego Group as "fluid play". Lego Hidden Side was a Lego product line that was designed to provide an experience that combines both physical and digital play.
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