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US toyshop Kidstuff has installed an interactive projection screen called EyePlay in a window of its location in St Paul's International Airport in Minnesota, USA.

EyePlay is developed by interactive digital signage and projection company EyeClick, which develops immersive products for out-of-home and retail environments. The system supports multiple players interacting with the window projections simultaneously, a feature the developers say have 'both kids and adults playing' with the display.

"The EyePlay interactive game system is an excellent match with the Creative Kidstuff concept," says Matthew O'Donnell, chief marketing officer at CBR Specialty Retail, a company that develops and operates airport speciality retail sites.

"We were looking for a storefront that would be colourful and eye-catching but also innovative, recognising that technology is becoming a big part of the way kids play and learn. EyePlay offered a solution that answered all of our needs."

Along with colourful interactive window displays, as in the Kidstuff store, EyePlay is suitable for developing and hosting dynamic, product-enhancing advertisements that EyeClick says can be particularly effective in airport environments.