Nick Jr. characters come to life at intu in augmented reality game

intu has added augmented reality technology to its in-centre app as it launches a new family experience bringing Nick Jr. characters to life at its centres this Easter.

Created in partnership with Nick Jr. as one of a series of activities taking place at intu centres, the game has been designed to capture the imagination of young families during the school holidays.

Six specially-created augmented reality experiences can be accessed by scanning the images found within intu’s 14 shopping centres across the UK. This includes the chance to pose for a picture with the Shimmer and Shine genies and play a Half Shell Heroes game.

It is the latest innovation to be launched by intu as part of its strategy to use digital experiences to drive up footfall and dwell time.

Karen Harris, managing director of intu Digital, said: “We’re bringing a whole new Nick Jr. world to life that is certain to bring smiles to the faces of our youngest guests, thanks to the combined power of the intu and Nick Jr. brands and state-of-the-art augmented reality technology.

“This is the latest digital innovation from intu to use new technology within our environment and looks set to increase dwell time in our centres over the school holidays and propensity to revisit to the benefit of our retailers. Adding augmented-reality technology to our customer-facing app will allow us to create even more experiences like this in partnership with a number of brands.”

The launch of the augmented reality game comes hot on the heels of a virtual reality multi player experience at intu Victoria Centre at the end of last year. More than 1,000 Christmas shoppers in Nottingham took part by virtually decorating a Christmas tree and sharing their creations online.

Other free Nick Jr. activities taking place at intu centres over Easter as part of the partnership between the brands include meet and greets with PAW Patrol’s Chase and Marshall as well as daily Nick Jr.-themed workshops