Aimed at three to seven-year olds, the app allows children to choose their gifts from a series of themed sections featuring over 3,000 products. They can put their choices onto a mood board which can be personalised by drawing or putting digital stickers on favourite toys. Kids can then send it to the North Pole via an email – which also goes to a parent’s account.
Explaining the concept, Argos’ head of digital innovation, Neil Tinegate, commented: “The Argos catalogue has been part of Christmas for over 40 years, and as digital technology increasingly becomes part of everyday life, we wanted to channel the fun and excitement of wish list making with the Argos catalogue into a digital format.”
Parents are able to put controls onto the app, for example setting limits on price or the number of items which the child is able to see or pick. While kids are unable to see product information, parents are able to see details such as price or reviews as well as in-store offers on the toys in the email.
Neil Tinegate also said that around half of the children that use it send an email and around 60 per cent of those emails get clicked through by parents. The app is scheduled to be available until Boxing Day, but the success so far has suggested that a similar app could be made available all year round.