AR Turns Toys“R”Us into a Digital Playground

Introducing Play Chaser, our new Augmented Reality (AR) app
now testing at select stores nationwide

NH October 2, 2017 by Nicole Hayes

We are clearly all about bringing our stores to life and making them a place for kids to play. In fact, it’s in our DNA and new mission to set play free…aka making sure kids (and adults) make time for unstructured play. We also know our customers want more than just a place to shop. They want something different, like experiences and toys out of the box (P.S. it’s happening, stay tuned for more!).

One cool, techy way we’re making it happen now…AR! That’s augmented reality for those not in the know. Specifically, Play Chaser, our new, FREE-to-PLAY AR app for smartphones and tablets that virtually brings our stores to life.


How does it work? Developed in partnership with PlayFusion, Play Chaser uses PlayFusion’s proprietary computer vision technology to activate different AR games and play experiences on your smart device. To unlock the experiences, simply download the app (in the Apple App Store, Google Play or Amazon Appstore) and scan the many different Play Chaser signs featured on Toys“R”Us shelves. 



The play experiences are fun and interactive – from a virtual basketball hoop that kids can shoot at solo or alongside friends in-store, to a baby nursery where they can select a unique, digital You & Me doll, take it home and care for it (think: changing diapers, feeding and bath time!). There’s even a virtual Geoffrey the Giraffe to welcome customers to the store, explain the app and send kids on their quest for in-store play. Another cool feature? Some games have leaderboards that show where players rank amongst each other in their local store and nationally. 

animal planet

you & me

Check out the video below to see the app in action before playing in-store! To download the video, Play Chaser logo and screenshots, click here.

Happy parent alert! The app is completely FREE! Not only to download, but little ones won’t be able to make “accidental” in-app purchases and won’t be subject to pesky advertisements. Our in-app currency is stars (like those on Geoffrey) and kids earn and spend them by completing different quests or games – all without using your hard-earned dollars.

When is this live, you ask? Starting today, we are testing Play Chaser in 23 stores in the U.S. (keep scrolling for the list)! Don’t worry, it’s rolling out to all Toys“R”Us stores nationwide on Saturday, October 21, including our Times Square holiday shop.*

Play Chaser is available to download now, but to celebrate our nationwide launch, customers who download the app between Friday, October 20 and Saturday, October 28 will eligible to enter our official Play Chaser Sweepstakes. No this isn’t just for a few winners – 2,000 entrants will receive a $25 Toys“R”Us gift card, with one winning a grand prize trip for four to the Nickelodeon Resort in Punta Cana! #forrealwinning

You can check out the stores we’re testing Play Chaser in now (list below), but don’t forget to start playing at all stores nationwide starting Saturday, October 21!

  • Toys“R”Us Allen – 170 E. Stacy Road, Allen, TX
  • Toys“R”Us Yonkers – 1000 Central Park Ave, Yonkers, NY
  • Toys“R”Us Amherst – 3030 Sheridan Drive, Amherst, NY
  • Toys“R”Us Cary – 201 Crossroad Boulevard, Cary, NC
  • Toys“R”Us Greece – 1530-1550 Ridge Road West, Rochester, NY
  • Toys“R”Us Henrietta – 654 Hylan Avenue, Henrietta, NY
  • Toys“R”Us Lincoln – 5220 N. 27th Street, Lincoln, NE
  • Toys“R”Us Rockford – 6449 E. State, Rockford, IL
  • Toys“R”Us E. San Jose – 2179 Monterey Road, San Jose, CA
  • Toys“R”Us Elk Grove – 8507 Bond Road, Elk Grove, CA
  • Toys“R”Us Times Square – 1466 Broadway, New York, NY
  • Toys“R”Us Secaucus – 3 Mill Creek Drive, Secaucus, NJ
  • Toys“R”Us Elizabeth-KidsWorld – 900 Ikea Drive, Elizabeth, NJ
  • Toys“R”Us Paramus II – 634 Rt. 17 North (at Ridgewood Ave), Paramus, NJ
  • Toys“R”Us Totowa – 445 US-46, Totowa, NJ
  • Toys“R”Us Wayne – 7 Wayne Hills Mall, Wayne, NJ
  • Toys“R”Us Citrus Park – 12845 Citrus Plaza Drive, Tampa, FL
  • Toys“R”Us Brandon – 330 Brandon Town Center Drive, Brandon, FL
  • Toys“R”Us Lakeland – 3770 US-98  North, Lakeland, FL
  • Toys“R”Us Raleigh – 7810 Poyner Pond Circle, North Raleigh, NC
  • Toys“R”Us Durham – 3330 Westgate Drive, Durham, NC
  • Toys“R”Us Long Island City – 3540 48th Street, Long Island City, NY
  • Toys“R”Us Flatbush – 2875 Flatbush Avenue, Flatbush, NY

*Excludes TRU Express & Outlet locations

About Nicole Hayes: Nicole spent her childhood using her imagination to bring to life everything from the world of LEGOs and the original Nintendo’s Super Mario Brothers, to My Little Ponies and Rainbow Brite. As a first-time mom and a true Toys“R”Us kid with nine years of experience working with beloved brands, such as Thomas the Tank Engine, Strawberry Shortcake, Barney, Cabbage Patch and Atari, Nicole is sure to know the best toys to buy and secrets to share on this season’s hottest items.