TOYS AR Experience & Store HOLIDAY activation

The Top Toys AR experience was designed first and foremost to be fun. Each moment invited kids and families into playful, toy-led worlds that brought the season’s favorites to life in unexpected ways.

Guests could explore imaginative AR environments inspired by LEGO, Barbie, Bluey, and Favorite Day’s gingerbread houses, each with its own personality, scale, and interactive surprises. Building, posing, chasing, and decorating became part of the experience, turning familiar brands into moments of hands-on delight.

Results

Our high-touch, scalable approach delivered holiday joy for Target guests over eight weeks at stores across the country.

2,742 - Unique Event Activations
40% - Guests Purchased a Toy After Demo
2:30 - Median Dwell Time
4.3% - Conversion Rate from QR Scans
1.8x - Sales Lift on Sampled Product
2x - Engagement Time Above AR Industry Average

In-Store Activation

The program extended into festive Holiday activations where guests could sample product, including the exclusive Favorite Day gingerbread house collection, the most expansive assortment in the category. We piloted these experiences across three major markets (Minneapolis, Houston, and Atlanta), activating five stores per market. In total, 15 stores delivered a layered experience that combined product sampling with immersive AR engagement, driving both participation and delight.