Monty’s Den will be located in 41 shops in the UK and will feature a series of technology firsts to enhance children’s toy experiences. This includes a ‘Monty’s Magical Toy Machine’, which will enable children to bring their toys to life through Kinect 2 Microsoft technology.
‘Monty’s Goggles’ will use Google Cardboard to allow children to enter a virtual world and interact with the advert’s protagonists, a young boy called Sam and Monty the penguin. Guests to Monty’s Den will also be able to create a Monty Christmas card on a Samsung Galaxy Tab S.
Craig Inglis, marketing director at John Lewis, said: "We hope our customers will love Monty and Mabel and they will have more chances than ever to interact with them through some genuinely exciting technology firsts."
John Lewis’ in-house innovation team worked with agencies Adam & Eve DDB and Manning Gottlieb OMD to produce the activation.
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