Toys ‘R’ Us makes holiday prep interactive

Toys “R” Us is taking a decidedly high-tech approach to how it promotes holiday toys this year.



The retailer is launching a new interactive edition of “The Great Big Toys ‘R Us Book of Awesome,” the company’s annual resource for holiday toys. This 96-page toy compendium is compatible with the company’s all-new augmented reality app game, “The Geoffrey Shuffle.”



An abbreviated catalog, which features 48 pages of toys, is now available online at Toysrus.com. Using “The Geoffrey Shuffle,” consumers can zoom in to see intricate details of the book, spinning or walking around pages of the book for different angles or capturing photos from within the game.



The app encourages players to find Geoffrey as he and other characters hide in shuffled gift boxes. When the player finds Geoffrey in eight scenes, parents qualify to enter Geoffrey’s Awesome Christmas Sweepstakes for a chance to win prizes. The game can be downloaded onto any smartphone device or tablet.



Content from “The Great Big Toys ‘R Us Book of Awesome” is now featured on the company’s official social media channels. Customers who follow Toys “R” Us on Facebook and Twitter will have the opportunity to preview numerous pages from the highly anticipated catalog in a 30- second “trailer,” which includes “reviews” from kids commenting on their positive reactions to this year’s toy book.



In addition, a four-minute story of how the book inspires wish lists through the voices of popular toys can be seen on YouTube. Both videos were created in partnership with BBDO Worldwide, an international, award-winning creative agency.



Additionally, the company’s official Instagram channel has been providing hints to “The Great Big Toys ‘R Us Book of Awesome” cover image, culminating with the final reveal.



Other holiday features at Toys “R” Us include a price match guarantee, buy online pickup in store, as well as free shipping on purchases of $19 or more every day.