Every year, kids eagerly await the Toys“R”Us holiday catalog, crayons and markers in hand, ready to create their all-important Christmas wish lists. This year’s catalog, titled The Great Big Toys“R”Us Book of Awesome, has been reimagined, transforming the book into a magical experience from cover to cover with Augmented and Virtual Reality infused throughout the pages. This year’s special, interactive edition of The Great Big Toys“R”Us Book of Awesome is compatible with the company’s new app, The Geoffrey Shuffle, which was created in partnership with Marxent.
The catalog is considered the centerpiece of the Toys“R”Us holiday marketing efforts, and offers an innovative way to kick off the season of gifting. Rich Lennox, Toys“R”Us Chief Marketing Officer, noted the significance, “Kids look forward to and expect the [Big Book]. It’s something they build their wish list from.”
Ad Age writes, “The magic added back in includes interactive elements that live on the content-driven lifestyle spread pages. Consumers who download the new Geoffrey Shuffle app to iPhone or Android devices can use it to hover over one of the eight special spreads to get a 3D pop-up shuffle game. It’s played like a shell game, with Geoffrey and two other toys in wrapped boxes then mixed around for the player to guess where the iconic giraffe ends up.”