For the 2023 holiday season, Lego worked with M&C Saatchi Fabric to debut an augmented reality activation in its New York and London flagship stores that will allow shoppers in each location to toss virtual Lego snowballs at the other store. Part of Lego’s “Play Is a Superpower” campaign, The Lego Snow Throw will allow…

(SOURCE) https://www.adweek.com/brand-marketing/lego-holiday-store-windows-snowball-fight/