Spinmaster
Overview
Bringing Toy Discovery to Life Through WebAR. Designing a mobile WebAR experience that reimagined how families could discover and interact with beloved toy brands when physical retail became increasingly touch-free. Built around Paw Patrol and Monster Jam, the experience brought characters and play into the real world directly through any smartphone, from curbside pickup to the living room.
Client
Spin Master
Role
Interaction & Motion Designer
Impact
Created a touch-free digital play experience that extended toy discovery beyond the shelf and into any environment accessible by smartphone.
Global Footprint
North America • Retail & At-Home Experience
Reimagining Toy Discovery Beyond the Shelf. When shoppers could no longer freely pick up and explore products in-store, the challenge was to preserve the sense of discovery that makes toy shopping exciting. WebAR created a direct bridge between physical retail and digital play, letting families launch the experience instantly without handling shared hardware or downloading a dedicated app.
Browser-Based Access
Runs directly on a smartphone, making the experience accessible from curbside, in the car, at home, or around the store.
Retail Without Touch
Replaces physical product handling with an interactive digital layer while preserving curiosity and play.
Turning a Familiar Character Into a Play Companion. For Paw Patrol, the goal was not simply to place Chase in AR. Working with the brand team, the experience recreated the personality and movement fans recognize from the show, including a highly detailed 3D representation of Chase that could enter the user's environment and become part of the activity.
Character-Led Interaction
Uses movement and animation inspired by the show to make Chase feel present rather than simply displayed.
Real-World Placement
Brings the character into the user's own environment, transforming ordinary spaces into part of the Paw Patrol world.
Moving From Watching to Playing Along. Once Chase enters the environment, the experience shifts from character viewing into participation. Kids can solve cases alongside him, follow clues, and trigger character reactions, turning a short branded AR moment into a playful narrative they actively move through.
Playful Task Flow
Simple interactions guide kids through objectives without introducing heavy UI or interrupting the fantasy.
Story-Driven Actions
Character reactions and clue-based tasks connect interaction directly to the Paw Patrol narrative.
More works
