For a glimpse of that future, look to the world’s largest toymaker, Hasbro. The company is showing off its new Iron Man mask this weekend at Toy Fair, which uses augmented reality to stage a battle against Thanos. Slip on Iron Man’s red helmet and gauntlet, set up the three AR markers around the room, and watch Thanos and his armies surround you. The suit is Hasbro’s first foray into augmented reality, but follows the work of companies like Disney, which introduced its Star Wars Jedi Challenges AR experience last year. The consumer appeal of this stuff is obvious: In AR, you’re not playing as Iron Man. You are Iron Man.