Brands Love Virtual Reality's Potential But Want the Medium to Become More Accessible

North Face, Lufthansa and Hasbro weigh in

It's only the second day of South by Southwest Interactive, and virtual reality is already being touted by panelists and attendees around Austin as the breakaway trend for the annual festival's 30th year. But while the nascent space is still heating up with consumers trying VR for the first time, brands say a lot more people need to experiment with the emerging technologies.