Toys ‘R’ Us lure kids into stores over Easter with virtual Easter Egg Hunt

Toys “R” Us is celebrating Easter with an augemented reality experience which allows kids to hunt for eggs within its stores.

Created by Blue Star, the virtual hunt, which works on any iOS or Android device, allows kids to interact with the toy store’s mascot Geoffrey the Giraffe and his Easter bunny friend, who lead them on a virtual adventure through the store to find Geoffrey’s Playground.

Kids are then able to create a short video through the app dancing beside their virtual friend which can be shared on social media using #TRUMagic and then redeem a free treat.

National marketing manager ToysRUs Australia Brooklyn Troy said: “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 aToysRUs store.

“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,” said Troy.

ToysRUs chief toy tester, 10 year old Stephanie Apoleski, demonstrated the #TRUMagic experience here.

David Francis, head of interactive at Blue Star, said: “We are delighted to partner with ToysRUs 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 ToysRUs 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.”

The campaign is running for the entirity of the Easter period from April 1 through to Sunday April 12.


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