You are reading

Sunnyside/LIC Toys R Us part of first group to test augmented reality program, 1 of 23 nationwide stores

Toys R Us at 3540 48th St. in Long Island City

Oct. 2, 2017 by Nathaly Pesantez

The Toys R Us straddling between Sunnyside and Long Island City is one of a handful of nationwide stores chosen to debut an augmented reality program that works through a smartphone or tablet application in store.

The Long Island City location at 3540 48th St. is one of 23 stores debuting the program today, and one of six in New York to be on the list.

“Play Chaser” is the name of the free app that promises to bring “stores to life”. The app works inside the store, where users can scan the “play chaser” signs on various Toys R Us shelves to play virtual basketball, care for a doll, and be greeted by a virtual Geoffrey the Giraffe. Some games also have leaderboards that show where players rank in their local store and in nationwide locations.

All Toys R Us stores across the U.S. will have the augmented reality feature enabled on Oct. 21.

The new augmented reality program comes in the midst of the toy retailer filing for Chapter 11 bankruptcy protection last month. The company said its nearly 1,600 locations will remain open through this process.

An augmented reality app simulation. Courtesy of Toys R Us.

email the author: [email protected]


Click for Comments 

We went bankrupt because we spent all of our money in dev on an app that is capitalizing on a trend that has been trying to make it for 5+ years and won’t hit critical mass for at least another 2 yrs. Who’s their head of marketing? Call me when you wise up and fire them.


Today, every business thinks they need an app, even if they can’t figure out how it will help their business or customers. In the ’90s, they all rushed out and spent millions on lame web sites that no one could use.


Leave a Comment
Reply to this Comment

All comments are subject to moderation before being posted.

This site is protected by reCAPTCHA and the Google Privacy Policy and Terms of Service apply.

Recent News

Gunman who fired shots at the Ravenswood Houses in Long Island City remains at large: NYPD

Police from the 114th Precinct in Astoria and PSA 9 are continuing their search for a gunman who allegedly opened fire at the Ravenswood Houses in Long Island City last month.

The incident occurred during the early morning hours of Wednesday, Jan. 18, when officers responded to a 911 call and a ShotSpotter activation for multiple shots fired at 21-25 35 Ave. at the Ravenswood Houses NYCHA complex just after 2 a.m., according to authorities.

Popular places where you can watch the Super Bowl in Queens

Feb. 2, 2023 By Tammy Scileppi

Hey, football fans! Game time is fast approaching, and across the city and here in Queens, you can feel the excitement brewing as the two teams prepare to take the field on Super Bowl Sunday, Feb. 12. So, kick back and watch the big game, and don’t miss Rihanna’s exciting performance during halftime. 

Borough president hears from community members on budget needs throughout Queens

During a two-day public hearing on the mayor’s 2024 preliminary budget, Queens Borough President Donovan Richards Jr. listened to testimonies from 14 community board representatives, community stakeholders and members of the public on where the money should be spent in Queens. 

The public hearings were held both in-person and via Zoom on Monday, Jan. 30, and Tuesday, Jan. 31, at Queens Borough Hall. The testimonials will be used to develop the Queens Borough Board’s FY24 preliminary budget priorities in the coming weeks. 

‘He didn’t deserve to die’: Borough President Richards leads emotional candlelight vigil for Tyre Nichols

Queens Borough President Donovan Richards held a candlelight vigil for Tyre Nichols outside Queens Borough Hall Monday, Jan. 30 after Nichols’ death at the hands of police officers in Memphis, Tenn., made national headlines for the brutality in which the officers beat him.

Almost immediately after news broke about Nichols’ death, the Memphis police officers who beat him to death were fired and charged with murder. The police department released the body cam footage of the fatal beating on Jan. 27, but many people, including some at the vigil, have refused to watch it due to its extremely graphic nature.

Long Island City teen sentenced in fatal shooting of ‘beloved’ school teacher at Queensbridge Houses in 2020: DA

A Long Island City man on Friday, Jan. 28, was sentenced to 19 years in prison for the 2020 fatal shooting of a public school social studies teacher who was out walking his dog when he was caught in the crossfire during a confrontation between gang rivals in broad daylight, just blocks from his home, according to Queens District Attorney’s office.

Ike Ford, 19, of 12th Street, in Long Island City, pleaded guilty to manslaughter in the first degree before Queens Supreme Court Justice Kenneth Holder. The teacher, George Rosa, 53, was shot in his abdomen by a stray bullet fired by Ford, who was just 17 years old at the time of the shooting but was sentenced as an adult given the severity of the crime, according to Queens District Attorney Melinda Katz.