ATM brings "cooler experiential" to new Toys "R" Us stores

All Things Media, according to Business Insider, has contributed "one of the cooler experiential parts of [the new Paramus Toys "R" Us] store" with Geoffrey's Magical Mirror™ which uses motion sensors to track customers' movements and map them onto a 3D version of the iconic toy brand's giraffe. 

(Photo credit: MITSU YASUKAWA/ NORTHJERSEY.COM)

Thousands of shoppers in northern New Jersey have already seen the future and like the results. The new, smaller retail spaces include several "exclusive playscapes where kids can unleash their imaginations and create memorable moments," including ATM's interactive creation, which actually originated in the old stores and will find new life in Paramus, Houston and other upcoming locations planned by Tru Kids Brands, the parent company that now owns the rights to the Toys "R" Us brand.

(Photo credit: Shoshy Ciment/Business Insider)

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