Toys R Us partners with Snapchat to launch shoppable AR virtual toy store

Toys R Us has become the latest retailer to utilise Snapchat as it launches an “augmented reality (AR) store” where its toys come to life.

Its new Snapchat Portal Lens has been launched in Canada and is now available “anywhere anytime through the Snapchat app”.

In a bid to promote its range of top toys ahead of the holiday season this year, Toys R Us’ AR feature will “bring our toys and products to life in new ways” and allow users to virtually interact with them.

Toys R Us’ iconic mascot Geoffrey the Giraffe will appear when users open the app, and guide users to walk through a virtual maple leaf where they’ll be transported to a virtual Toys R Us store.

“As Snapchatters walk through the augmented reality store, the toys around them come to life,” Snapchat’s lead creative strategist Matthew Shore said.

While using the AR feature, customers can swipe up to purchase the items from Toys R Us Canada’s website.

Two additional Snapchat lenses will also be released, including a “gamified” lens where users have to collect Geoffrey the Giraffes and are awarded with a shareable picture with the mascot.

READ MORE: Toys R Us officially relaunches website amid Target partnership

Furthermore, Toys R Us Canada’s Holiday Toy Book will feature marker tech-powered lenses that will see the mascot come to life on the page.

“AR is a powerful new technology and we are excited to use it to improve the customer experience,” Toys R Us’ president of omni channel innovation Frank Juhasz added.

“Through this partnership with Snapchat, we’re able to bring our toys and products to life in new ways. Canadians expect this type of innovation from great retailers and we’re happy to be leading the charge.”

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