Gymboree 'Made You Smile'
Children’s clothier Gymboree has unveiled a new mobile app called “Made You Smile” as part of a larger brand refresh that was timed for the back-to-school season. The app includes an augmented reality feature in which the graphics on a new line of graphic tees for boys and girls shoot out to life. There’s also an animated “smile generator” tool for users to play with, but the idea is an app to have fun with and get bite-sized content. A weekly sweepstakes is helping to promote the app. Users checking into the app can enter for prizes such as a trip to New York or a new car. The app is joining live store events, a partnership with experiential gallery Color Factory in New York, and a new line of clothes that call to a new, hipper look for the brand.