Consumer Products

Toys “R” Us launches AR app

The retail chain continues its experiential marketing push with in-store augmented reality app Play Chaser.
October 3, 2017

Toys “R” Us is continuing to roll out interactive experiences for customers with the launch of a new augmented reality app.

Developed in partnership with UK-based software company PlayFusionnew, free-to-download Play Chaser lets customers scan a sign on Toys “R” Us shelves in order to access AR-based games like virtual basketball and a baby nursery where users can play with a digital You & Me doll. Some of the games also have leaderboards so players can see where they rank within stores and on a national level, and kids can also earn and spend stars within the app.

The iOS and Android app has launched in 23 participating US stores, and will continue to roll out nationwide this month. TRU’s mascot Geoffrey the Giraffe will also be on-hand to greet customers, explain the app and send users on different in-store missions.

The launch of Play Chaser follows last week’s announcement of a new Today We Play marketing campaign that includes hands-on Play Labs in 50 stores. Both Today We Play and the new AR app show the New Jersey-based toy store’s focus on experiential marketing after filing for bankruptcy protection on September 19 in Canada and the US.


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Alexandra Whyte is Kidscreen's News & Social Media Editor. Contact her at


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