This is the first time I’ve come across a really well thought thru use of augmented reality (click for a good explanation). The mobile phone apps + postcards and related ways of using it doesn’t really get anywhere longer than - well it’s a cool technology. Legos approach is both cool (as in 3D stuff magically appearing) and useful, you can get a so much better preview of what you are doing.
Now imagine if they made an application for your phone or computer, to make the building instructions in 3D. Cool and really neat when the instructions are hard to follow. You could even have them animated with no problem.