The Toy Box app offers personalized notifications, Augmented Reality experiences, and the possibility to share contents via social media, asking for community input. The shopping experience is enriched by proximity marketing (iBeacon) and Geolocation to find the nearest store. Another feature is Mattel TV, to entertain users with engaging videos about products, events and the latest news.
Finally, the function "When I was a child” allows the audience to immerse themselves in the memories of their childhood. By choosing a specific year from the past, users can find out which toys were famous at the time.