John Lewis partners with Samsung for Christmas activation

Monty the Penguin to come to life at John Lewis stores
Monty the Penguin to come to life at John Lewis stores

John Lewis has collaborated with technology brand Samsung to create an in-store interactive experience inspired by the department store's penguin-themed Christmas advert, which was unveiled today (6 November).

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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