Toys R Us unveils Play Chaser

Following its rebrand operation, toy chain Toys R Us has rolled out a new augmented reality app across 23 retail locations in the US.

Developed in partnership with PlayFusion, the free app transforms toy shopping into a magical and interactive experience by activating different AR mini-games for customers on their smart device while in-store. To unlock the games, customers download the app and start scanning the many different Play Chaser signage points throughout the store.

There will be more than 10 experiences offered – everything from a virtual basketball game and fishing pond to a baby adoption experience that allows kids to care for their virtual tot in a similar fashion to Tamagotchi.

Play Chaser will roll out to all Toys R Us stores nationwide on Saturday, October 21.

About Robert Hutchins

Robert Hutchins is the editor of ToyNews and its sister title, Licensing.biz. He has worked his way from Staff Writer to Editor across the two titles, having spent almost eight years with both and what now seems like a lifetime surrounded by toys. You can contact him by emailing robert.hutchins@biz-media.co.uk or calling him on 0203 143 8780 You can even follow him on Twitter @RobGHutchins if ranting is your thing...

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