The retailer’s Play Chaser augmented-reality, mobile phone app is rolling out chainwide after a 23-store test that saw thousands of kids racing monster trucks, peeking into a world of safari animals, playing virtual basketball and much more besides at local stores earlier this month.

Toys ‘R’ Us enlisted tech brains from the toy industry to develop the app, which activates various augmented-reality games and play experiences on the screens of smartphones and tablets. With the app open, players use their devices to unlock experiences by scanning designated Play Chaser signage featured throughout the stores.

“We know consumers want more than just a place to shop, they want experiences — and at Toys ‘R’ Us, they want to play,” said Richard Barry, the chain’s global chief merchandising officer. “With Play Chaser, we’re transforming shopping into something beyond just the products we sell, bringing our stores to life with interactive, unique content that will resonate with customers and, importantly, the players: kids!”

The first scan point, a front-of-store sign featuring the famous Toys ‘R’ Us mascot giraffe, Geoffrey, activates a virtual Geoffrey that pops out of a toy box and welcomes kids to the store, then sends them off on their quest for play. The roughly 10 interactive play experiences include such activities as fishing in a virtual pond, popping virtual balloons floating around the store or caring for a digital baby doll.