Walt Disney Co (DIS) - Get Walt Disney Company Report announced Thursday that it will introduce an augmented reality treasure hunt in more than 20,000 stores on September 1 coinciding with the release of a new line of "Star Wars: The Last Jedi" merchandise.
Customers download an app on their smartphone that scans the augmented reality display to reveal popular characters from the "Star Wars" series overlaid on their physical surroundings when viewed through the phone's camera. The program will operate like a treasure hunt, with new characters from the franchise released daily.
The AR displays will be open starting at midnight on September 1, as soon as Disney releases the new "Star Wars" line. The displays will be up for three days, the first of which is "Force Friday II," when retailers will start selling the "Last Jedi"-themed toys and products.
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