Magic Toy Machine brings John Lewis Ad to Life

Following the much anticipated launch of John Lewis’ Christmas advert, the retailer has teamed up with Microsoft to launch ‘Monty’s Magical Toy Machine’, allowing children to bring their toys to life.

Available in the flagship John Lewis department store on London’s Oxford Street, the in-store event makes toys become ‘real’ through a Kinect 2-enabled 3D interactive experience.

Children are invited bring their favourite toy in and have them scanned using innovative photogrammetry technology, before appearing on screen as a moving, life-like 3D image just like Monty in the ad. This interactive digital replica then magically dances for the child, creating a memorable experience and the perfect opportunity for a selfie.

Microsoft’s team of creative technologists have developed this project from start to finish alongside the John Lewis Innovation Team, adam&eveDDB and Manning Gottlieb OMD.

Craig Inglis, director of marketing at John Lewis, says: “Each year we look for new ways to amplify our Christmas campaign, and creating Monty’s Magical Toy Machine with Microsoft is one of our most exciting ideas yet. I hope this unique experience will bring the magic of Christmas to life for our Oxford Street customers, both young and old alike.”

The Toy Machine experience is in the London store from today until 23 December. John Lewis will also be surfacing its seasonal advertising across Microsoft’s multi-platform digital advertising ecosystem.