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John Lewis and Microsoft unite to create tech-driven in-store experience around Christmas ad campaign with ‘Monty’s Magical Toy Machine’

Microsoft and John Lewis have co-created ‘Monty’s Magical Toy Machine’ a tech-enabled in-store experience aimes at extending the life of the retailer's creative Christmas ad campaign.

The Kinect 2-enabled 3D interactive experience, designed to let children bring their toys to life,  will be available in the flagship John Lewis department store on Oxford Street until 23 December.

Children can scan their favourite toy into the machine through photogrammetry technology, and it will then appear on screen as a moving, life-like 3D image.

This interactive digital replica then magically dances for the child.

Craig Inglis, director of marketing at John Lewis commented: “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.”

John Lewis had challenged Microsoft’s creative technologists to do more than just amplify Christmas advertising on Microsoft properties and truly "add to the magic" of the festive period.

Owen Sagness, general manager at Microsoft Advertising and Online commented: “Our collaboration with John Lewis combines the best of brilliant technology and innovation to expand consumer engagement beyond the boundaries of a traditional advertising campaign. Our team isn’t afraid to try new things, test the limits of what’s technologically possible today and apply their expertise to help brands really bring their campaigns to life in ways they may never have considered.

“With Monty’s Magical Toy Machine we have created a unique retail experience for children and consumers using the power of technology, and our digital advertising offering gives John Lewis the reach for their Christmas ad campaign across our portfolio of engaging consumer brands.”

Microsoft worked alongside the John Lewis Innovation Team, adam&eveDDB and Manning Gottlieb OMD for the project.

Featured by The Drum