One cool, techy way the toy retailer is making it happen now is…AR! That’s augmented reality for those not in the know. Specifically, Play Chaser, Toys“R”Us's new, FREE-to-PLAY AR app for smartphones and tablets that virtually brings Toys“R”Us stores to life!
How does it work? Developed in partnership with PlayFusion, Play Chaser uses PlayFusion’s proprietary computer vision technology to activate different AR games and play experiences on your smart device. To unlock the experiences, simply download the app (in the Apple App Store, Google Play or Amazon Appstore) and scan the many different Play Chaser signs featured on Toys“R”Us shelves.
The play experiences are fun and interactive – from a virtual basketball hoop that kids can shoot at solo or alongside friends in-store, to a baby nursery where they can select a unique, digital You & Me doll, take it home and care for it (think: changing diapers, feeding and bath time!). There’s even a virtual Geoffrey the Giraffe to welcome customers to the store, explain the app and send kids on their quest for in-store play. Another cool feature? Some games have leaderboards that show where players rank amongst each other in their local store and nationally.
Check out the video below to see the app in action before playing in-store! To download the video, Play Chaser logo and screenshots, click here.
Happy parent alert! The app is completely FREE! Not only to download, but little ones won’t be able to make “accidental” in-app purchases and won’t be subject to pesky advertisements. The in-app currency is stars (like those on Geoffrey) and kids can earn and spend them by completing different quests or games – all without using your hard-earned dollars.
When is this live, you ask? Starting today, Toys“R”Us are testing Play Chaser in 23 stores in the U.S. (keep scrolling for the list)! Don’t worry, it’s rolling out to all Toys“R”Us stores nationwide on Saturday, October 21, including Toys“R”Us' Times Square holiday shop.*
Play Chaser is available to download now, but to celebrate the apps' nationwide launch, customers who download the app between Friday, October 20 and Saturday, October 28 will eligible to enter Toys“R”Us's official Play Chaser Sweepstakes. No this isn’t just for a few winners – 2,000 entrants will receive a $25 Toys“R”Us gift card, with one winning a grand prize trip for four to the Nickelodeon Hotels & Resorts Punta Cana! #forrealwinning
You can check out the stores Toys“R”Us are testing Play Chaser in now (list below), but don’t forget to start playing at all stores nationwide starting Saturday, October 21!
Toys“R”Us Allen – 170 E. Stacy Road, Allen, TX
Toys“R”Us Yonkers – 1000 Central Park Ave, Yonkers, NY
Toys“R”Us Amherst – 3030 Sheridan Drive, Amherst, NY
Toys“R”Us Cary – 201 Crossroad Boulevard, Cary, NC
Toys“R”Us Greece – 1530-1550 Ridge Road West, Rochester, NY
Toys“R”Us Henrietta – 654 Hylan Avenue, Henrietta, NY
Toys“R”Us Lincoln – 5220 N. 27th Street, Lincoln, NE
Toys“R”Us Rockford – 6449 E. State, Rockford, IL
Toys“R”Us E. San Jose – 2179 Monterey Road, San Jose, CA
Toys“R”Us Elk Grove – 8507 Bond Road, Elk Grove, CA
Toys“R”Us Times Square – 1466 Broadway, New York, NY
Toys“R”Us Secaucus – 3 Mill Creek Drive, Secaucus, NJ
Toys“R”Us Elizabeth-KidsWorld – 900 Ikea Drive, Elizabeth, NJ
Toys“R”Us Paramus II – 634 Rt. 17 North (at Ridgewood Ave), Paramus, NJ
Toys“R”Us Totowa – 445 US-46, Totowa, NJ
Toys“R”Us Wayne – 7 Wayne Hills Mall, Wayne, NJ
Toys“R”Us Citrus Park – 12845 Citrus Plaza Drive, Tampa, FL
Toys“R”Us Brandon – 330 Brandon Town Center Drive, Brandon, FL
Toys“R”Us Lakeland – 3770 US-98 North, Lakeland, FL
Toys“R”Us Raleigh – 7810 Poyner Pond Circle, North Raleigh, NC
Toys“R”Us Durham – 3330 Westgate Drive, Durham, NC
Toys“R”Us Long Island City – 3540 48th Street, Long Island City, NY
Toys“R”Us Flatbush – 2875 Flatbush Avenue, Flatbush, NY
*Excludes TRU Express & Outlet locations
While the AR experience was being developed months before the company filed for Chapter 11 protection to deal with $5 billion in long-term debt, efforts to make the retailer's roughly 1,600 stores more interactive will be key to the company's turnaround, Toys“R”Us CEO Dave Brandon told USA Today, adding "It's going to transform the experience of coming into a Toys R Us bricks and mortar store and turn it into something that’s quite different and a lot more fun. [...] We believe that’s going to drive a lot more traffic into our stores which will ultimately put us in a position where we can be more successful at growing our sales and our company."
Next Up? Playrooms
In addition to their brand-new AR app, Toys R Us plans to open playrooms at 42 stores where children can try out games and gadgets, and toy demonstrators will be on standby.
Brandon says that he doesn't believe that “any one of these programs that we're both testing and rolling out is a silver bullet . . . that’s going to dramatically change trends."
But he added, "bringing our stores to life and creating engaging experiences for our customers is a business strategy . . . That strategy was in place before we filed to restructure the company, and it will be one that will continue with increasing amounts of investment as we move forward."
Original source: No Assembly Required - The Official Toys“R”Us blog; H/T: VRFocus.
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