Toys R Us has created an augmented reality virtual Easter egg hunt in-store, in which kids can interact with Geoffrey the Giraffe and his Easter bunny friends through their tech devices.

The TruMagic app, which can be downloaded to any iOS or Android device, is the gateway to a virtual adventure through the Toys R Us store to find Geoffrey’s Playground.

Easter egg posters around the store come to life with augmented reality when a device is held up to them.

When the kids reach Geoffrey’s playground at the end of the Easter egg hunt, they can use the app to record a video of themselves dancing with the virtual characters, as well as picking up an Easter treat.

The free campaign encourages in-store visits and engages kids with the Toys R Us brand. Toys R Us says its about “bringing Easter to life through technology, creating a family friendly Easter egg hunt, tailoring to a more tech-savvy kid audience”.