Toys R Us plans on developing AR experiences that will be interactive within stores through a corresponding app.
The augmented reality puts computer-generated images on top of the real world environment, likely tapping into last year's craze of Pokemon Go.
As it stands there are a handful of stores that Play Chaser is being tested out at the moment, but the company expects that all stores will support the app come 21st of October, a rather surprising announcement considering that Toys "R" Us had just recently filed for bankruptcy.
On 20 September 2017, Toys R Us received interim approval by the US Bankruptcy Court to access up to U.S. $2.2 billion of the DIP financing. The question remains, though, why haven't other reeling bricks-and-mortar retailers like Sears used it to save themselves from online competition?
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"It's going to transform the experience of coming into a Toys R Us bricks and mortar store and turn it into something that's quite different and a lot more fun", Brandon told USA Today. They include virtual basketball where a hoop appears on the device's screen, an interactive feature with the company's giraffe mascot Geoffrey, and a baby nursery. They can also compete with other players locally, or nationally in some games, via an in-app leaderboard that tracks scores. Most of the stores now using the app now are in California, New York and North Carolina, Engadget said.
Toys R Us is harnessing the power of augmented reality to help bring the ailing retailer from the brink of bankruptcy, it has been revealed.
While Toys "R" Us revolutionized toy sales in the 1950s and 60s, to the point of driving small neighborhood shops out of business, now it is on the receiving end of being trumped by new approaches, with the advent of online shopping. There are 15 Toys " R " United States and Babies " R " Us stores located in the Houston area.