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Toys R Us Canada releases agumented reality catalogue

By Adnews Staff

Toys R Us Canada has added an augmented reality component to the cover if its 2013 Toy Book catalogue. The augmented reality feature was developed by Open of Toronto. Consumers can use mobile devices equipped with a free application to view an animated and interactive version of the scene depicted on the cover of the 64-page publication. The toy book will be distributed to approximately seven million Canadian households during the holiday season.

"The holidays are obviously the most magical time of the year, and what better way to generate excitement around the Toys R Us Toy Book than by using a bit of modern magic to bring the inhabitants of the toy town to life," said Martin Beauvais, creative partner at Open.

December 12, 2013

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