Problem

Discovery

Solution

Marketing &

Brand Strategy

Traditional plush toys are becoming less engaging for younger generations who are growing up surrounded by screens and digital entertainment. Physical toys often lose their appeal quickly and lack the evolving narrative and interactivity today’s children crave. At the same time, concerns around excessive screen time and passive media consumption are rising, creating a gap between imaginative play and digital engagement.

Through trend analysis and user behavior research, I discovered that while children still form strong emotional bonds with physical toys, they increasingly look to technology for stimulation and storytelling. The opportunity lay in bridging tactile play with digital immersion, creating a hybrid format that honors the emotional comfort of plush toys while embracing interactive tech in a controlled, creative way.

Welcome To The Table is a multi-layered interactive experience that transforms plush toy play into an extended AR/VR adventure. Each plush toy is paired with collectible AR postcards, acting as gateways to miniature VR worlds—from waffle buildings to chocolate oceans with croissant dolphins. With a "blind box" collectible model, children unlock different story scenes that encourage curiosity, exploration, and storytelling.

The experience is designed to be playful yet mindful, with short, immersive scenes to reduce screen fatigue and motion sickness. It blends 2D/3D visuals, scripted animations, and web-based VR tech into a storytelling platform that connects the physical and digital in a meaningful way.