John Lewis and Microsoft Create Interactive Element to Christmas Campaign

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British department store John Lewis has brought an interactive element to its hit Christmas ad, "#MontythePenguin."

"Monty's Magical Toy Machine" is an in-store interactive installment that uses Microsoft Kinect to allow kids to bring their toys to life, much like Monty in the commercial (found below). By scanning in the toy, a moving, dancing 3D image of it will appear on a screen.

Says Craig Inglis, director of marketing at John Lewis, "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.”

Read the full story here on The Drum.