Dancing rabbits, virtual reality, and an Easter egg hunt. Toys“R”Us has it all.
Toy retailer Toys“R”Us is bringing Easter to life through technology, creating a family friendly Easter egg hunt, tailoring to a more tech-savvy kid audience.
Taking place in Toys“R”Us stores, users will download the TRUMagic app (iOS or Android) and interact with Toys“R”Us mascot Geoffrey the Giraffe and his Easter bunny friends through their tech devices. They will lead them on a virtual adventure through the store to find Geoffrey’s Playground.
National marketing manager Toys“R”Us Australia, Brooklyn Troy, said that rolling out its first augmented-reality play experience was part of the company’s key strategic focus as kids become increasingly technologically savvy.
“We wanted to push the boundaries with our in-store Easter experience this year, and we’ve created something which is sure to be a winning experience for anyone coming into a Toys“R”Us store,” she said. “The ability to interact with the surroundings using augmented reality and our smart devices means we can bring our Easter Hunt to life, and see Geoffrey the Giraffe and his bouncing Easter bunnies, all in 4D.
“We also wanted to make it possible for parents and children to be able to share this experience with friends by adding an AR-movie making element to the TRU Magic App,” Troy said.
David Francis, head of interactive at Blue Star, the team behind the idea and experience, commented: “We are delighted to partner with Toys“R”Us to create a dynamic and engaging campaign, pioneering new experiences for Australians. The opportunities of Augmented Reality are huge – the experience is literally turning the Toys“R”Us stores into a virtual theme park, with kids and families spending quality leisure time, interacting with their favourite characters. They can then jump into the experience, and dance alongside Geoffrey and friends whilst creating their own video content to take with them and share on social platforms.”
