Toys“R”Us has launched a free-to-play AR app, Play Chaser, for smartphones and tablets that virtually brings stores to life.

The app has been developed in partnership with PlayFusion, using its proprietary computer vision technology to activate different AR games and play experiences on your smart device. To unlock the experiences, users can scan the many different Play Chaser signs featured on Toys“R”Us shelves.

The app can be downloaded for free in the Apple App Store, Google Play or Amazon AppStore. The app also does not have options for in-app purchases, making life easier for parents. The in-app currency is stars which the kids can earn and spend by completing different quests or games.

The blog on company’s website says that 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. 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. Some games have leaderboards that show where players rank amongst each other in their local store and nationally. 

The app Play Chaser is being tested in 23 stores in the United States.