The toy retailer’s free-to-play AR app is now available in stores nationwide.

NORTH AMERICA–Toys ‘R’ Us, in partnership with PlayFusion, has launched “Play Chaser,” a new, free-to-play augmented reality app that consumers can use in-store at TRU locations throughout the U.S.

The new app will allow consumers to use their smartphone or tablet to scan designated “Play Chaser” signage at TRU locations to unlock AR activities like fishing in a virtual pond, popping virtual balloons floating around the store or caring for a digital baby doll.

The first scan point, a front-of-store sign featuring the retailer’s mascot, activates a virtual Geoffrey who pops out of a toy box, welcomes kids to the store and sends them off on their quest for play.

“We know consumers want more than just a place to shop–they want experiences­–and at Toys ‘R’ Us, they want to play,” says Richard Barry, global chief merchandising officer, TRU. “With ‘Play Chaser,’ we’re transforming shopping into something beyond just the products we sell, bringing our stores to life with interactive, unique content that will resonate with customers and importantly the players–kids!”