Toys”R”Us Turns Stores into Digital Playgrounds with New Augmented Reality App, Play Chaser

Play Chaser, the New Augmented-Reality App from Toys”R”Us, Now Available at all Store Nationwide (PRNewsfoto/Toys”R”Us, Inc.)


Toys”R”Us® continues to champion toys and play for kids of all ages as it releases a new augmented reality app called Play Chaser to be used in their stores when shopping for new toys and gifts.

The company, with the help of PlayFusion’s proprietary computer vision technology, created an app that activates activates different AR games and play experiences on the screen of a customer’s smartphone or tablet. With the app open, players use their devices to unlock experiences by scanning designated Play Chaser signage featured throughout Toys”R”Us. The first scan point, a front-of-store sign featuring everyone’s favorite giraffe, activates a virtual Geoffrey who pops out of a toy box and welcomes kids to the store, then sends them off on their quest for play. The more than 10 interactive play experiences have something for every kid: fishing in a virtual pond, popping virtual balloons floating around the store or caring for a digital baby doll.

“We know consumers want more than just a place to shop – they want experiences – and at Toys”R”Us, they want to play,” said Richard Barry, Global Chief Merchandising Officer, Toys”R”Us and Babies”R”Us®. “With Play Chaser, we’re transforming shopping into something beyond just the products we sell, bringing our stores to life with interactive, unique content that will resonate with customers and importantly the players – kids!”

Play Chaser has now rolled out to all Toys”R”Us locations nationwide. (For more details, and to download video and images of Play Chaser in action, visit the company’s blog, No Assembly Required.)