How Jurassic World QR Codes Are Changing the Future of Play
Jurassic World QR codes are turning the popular dinosaur collectibles into unlockable facts, AR models, and games that lift fan engagement.
Toy manufacturing and entertainment industries are embracing QR codes to add a digital touch to their merchandise and toy products, expanding their marketing opportunities and reaching digital consumers.
In this blog, we’ll break down how this clever use of QR technology isn’t just cool for fans, but a genius interactive toy marketing that other brands should be on the look out for.
Table of Contents
- 5 times Jurassic world QR codes prove to be an effective toy marketing asset
- 1. Dr Pepper QR + mobile game tie-in for Jurassic World Rebirth
- 2. In-store “QR code shopping link” display island (Walmart)
- 3. NBC Universal × Zappar WebAR campaign for Jurassic World Dominion
- 4. Universal’s AR via Facebook and Messenger (integrated AR experience)
- 5. Mattel’s Jurassic World Facts app (DNA code scanning)
- Also know: Jurassic World DNA codes
- How the Jurassic World toy QR codes improve fan engagement
- Advantages of QR code technology that shape the future of toy marketing
- Unlock new horizons for marketing and fan engagement
5 times Jurassic world QR codes prove to be an effective toy marketing asset
From augmented reality (AR) apps to store shelves and soda cans, Jurassic World and its partner brands have mastered the art of using a QR code generator to create gateways for storytelling, engagement, and brand loyalty.
Each of these QR code-based campaigns proves how digital interactivity can extend the franchise’s presence far beyond theaters, keeping fans scanning, collecting, and playing.
1. Dr Pepper QR + mobile game tie-in for Jurassic World Rebirth
Universal’s UPE and Dr Pepper ran a branded QR code campaign on special cans, linking to an interactive mobile experience with dinosaur facts, clips, and a mini-game, turning a simple drink purchase into a Jurassic World engagement.
This activation embedded the franchise into everyday retail moments, making every beverage purchase a chance for engagement. It reinforced cross-industry co-branding and expanded awareness beyond traditional movie ads.
Key Takeaways:
- Gamifies consumer interaction beyond ads.
- Builds brand affinity through a lifestyle product (soda).
- Bridges physical retail with digital storytelling.
2. In-store “QR code shopping link” display island (Walmart)
In Walmart stores, Jurassic World toy island displays feature a QR code linking to the full online catalog, letting shoppers explore unavailable collectible dinosaur toys or purchase directly from Walmart’s e-commerce site.
The QR code functioned as an omnichannel bridge, connecting in-store excitement with digital fulfillment. It expanded reach beyond shelf limitations and reinforced Universal’s retail partnerships.
Key Takeaways:
- Extends shelf space virtually.
- Converts browsing into immediate purchase intent.
- Keeps consumers in the Universal/Walmart ecosystem.
3. NBC Universal × Zappar WebAR campaign for Jurassic World Dominion
NBC Universal and Zappar launched an interactive WebAR QR code campaign that let fans scan markers to build their own Jurassic World scene, unlock exclusive dinos, and complete in-store treasure hunts.
This was a flagship experiential driver that highlighted the power of QR codes in augmented reality advertising by merging storytelling, exploration, and retail navigation.
It demonstrated how the Jurassic World Dominion QR code and AR could turn stores into adventure zones while collecting first-party engagement data.
Key takeaways:
- Uses WebAR to lower entry friction (no app needed).
- Makes retail a part of the narrative world.
- Encourages repeated scanning and dwell time.
4. Universal’s AR via Facebook and Messenger (integrated AR experience)
For Jurassic World: Fallen Kingdom, Universal launched an innovative AR QR code campaign embedded in Facebook and Messenger, triggered by QR codes on displays and DVD packaging.
This effort takes advantage of social virality and platform ubiquity by embedding the franchise into users’ everyday social apps. It created instant shareability and lowered participation barriers for mass engagement.
Key takeaways:
- Turns social platforms into AR distribution channels.
- Enables organic promotion through shared augmented reality experiences.
- Connects physical purchase (DVD) with post-purchase engagement.
5. Mattel’s Jurassic World Facts app (DNA code scanning)
Mattel’s companion app uses a Jurassic World toy QR code system that lets users scan dinosaur figures to unlock AR animations, facts, and collectible data, creating a dynamic toy to AR experience that feels like “extracting DNA” from each figure.
This tactic anchors the franchise’s long-term engagement. It transforms toys into perpetual entry points to the digital world, sustaining brand relevance long after movie campaigns fade.
Key takeaways:
- Extends play value beyond physical products through interactive learning experiences.
- Encourages collection and repeat app visits.
- Reinforces brand immersion across film, toy, and digital media.
Also know: Jurassic World DNA codes
Jurassic World Dominion made every scan feel like stepping into the world of the dinosaurs by introducing app-exclusive features that expanded the play experience.
Instead of being just a companion to the toys, the Jurassic World dinosaur QR codes, which are uniquely shaped as DNA strands, became the centerpiece of play, seamlessly blending physical figures with interactive digital adventures.
It transformed the toys into an evolving AR dinosaur experience that kept fans engaged and exploring.
The AR Lab lets fans project dinosaurs into real-world environments, while new interactive habitats and mini-games offer challenges that keep the experience fresh and replayable.
These updates ensure collectors and younger fans have continuous reasons to engage with the educational dinosaur app, combining fun gameplay with learning about dinosaurs.
About the scannable DNA codes
Each Jurassic World dinosaur toy contains a tracking or DNA scan code, often located under its foot or hidden inside a compartment.
On packaging and promotional materials, a DNA symbol indicates that the toy is scan-enabled, guiding users to unlock digital features through the app.
These Jurassic world toy QR codes are unique to every figure, ensuring each scan corresponds to a specific dinosaur species or variation.
Dominion figures came with unique DNA codes that could be scanned with the Jurassic World Play app.
Each scan using Jurassic World DNA QR codes unlocked a 3D digital dinosaur, complete with stats, facts, and an AR mode that brought the creature to life in your space.
This feature turned a simple toy into an interactive experience that extended beyond the physical figure.
Fans could explore, interact, and learn about each dinosaur through interactive learning with toys, making the experience both fun and educational.
The Jurassic World Play app
Mattel launched the Jurassic World Play mobile application, a digital hub where the quick response Jurassic World DNA codes turned simple figures into gateways for adventure.
Free on iOS and Android, the app adds lasting value by turning a quick scan into a 3D dinosaur complete with AR, facts, stats, and quizzes.
With each toy line, Fallen Kingdom, Primal Attack, Dominion, and Rebirth, the app added new content and features, keeping the experience fresh for fans and collectors alike.
By bridging toys and digital content, Jurassic World Play became more than a companion app.
It set the stage for Jurassic world toy QR code to redefine interactive play, demonstrating seamless toy-to-digital integration across the franchise.
Scanning the codes
Using the Jurassic World QR code scanner within the app, fans can bring their dinosaur figures to life in just a few seconds.
Simply open the app, access the built-in scanner, and point your device’s camera at the DNA or QR code on the toy.
Each successful scan of the DNA QR codes adds a new dinosaur to the user’s digital collection, unlocking unique AR features, animations, and facts that deepen the Jurassic World experience.
How the Jurassic World toy QR codes improve fan engagement
The success of the Jurassic World Dominion toyline shows that the link between physical toys and digital experiences is only just getting started.
Fans now expect more than static figures, they want interactive worlds that evolve with each scan, which QR code technology is able to carry through.
- Educational Value: Quizzes and dinosaur facts turn playtime into a learning opportunity. Fans are able to explore behaviors, habitats, and trivia, making education a fun part of the adventure.
- Collecting Experience: Fans are able to build a Jurassic World digital collection that combines physical toys with digital unlockables. This dual experience keeps collectors engaged and adds ongoing value to each figure.
- Immersive Fun: AR dinosaurs come alive in your home, letting fans see, rotate, and interact with them in real-world spaces. The hands-on experience makes play more dynamic and memorable.
- Community Buzz: Online sharing and completionist culture encourage fans to connect, compare, and show off their discoveries. It fosters a sense of belonging and friendly competition among collectors.
- Marketing Success: Linking toys to digital content with QR codes in marketing extends engagement beyond the shelf. This strategy strengthens brand loyalty and keeps fans excited for new releases and updates.
Advantages of QR code technology that shape the future of toy marketing
QR codes are transforming the way fans interact with the Jurassic World franchise. By integrating a QR code in toys and collectibles, even the simplest toys can turn into a living digital ecosystem, extending engagement well beyond the unboxing moment.
The advantages of this technology will shape the future of toy marketing:
1. Immersive AR experiences: QR codes instantly unlock AR modes, projecting lifelike augmented reality dinosaurs into real spaces and making interactive play fast, simple, and accessible.
2. AI-driven interactions: As QR codes integrate with AI, each scan personalizes play by adapting challenges, recognizing behavior, and shaping AR creature responses in real time. This is an interactive toy marketing strategy that other brands should watch out for.
3. Cross-platform play: QR codes sync toys across apps and devices with a single scan, linking collections, unlocking missions, and connecting fans in one seamless play experience.
4. Expanded games and learning opportunities: Scanning a toy’s code unlocks games, facts, and worlds that reflect Jurassic World Dominion app features, seamlessly blending physical play with digital AR adventures.
5. New standard for fan engagement: QR codes extend play beyond purchase with updates and AR events, turning toys into evolving, interactive experiences.
What began as a marketing strategy to connect toys to companion apps is now redefining how fans play, learn, and engage with brands.
QR codes, in whatever form they are, have become powerful tools for marketing and consumer engagement, proving that the future of play is interactive, personalized, and always connected.
Unlock new horizons for marketing and fan engagement
Today’s fans expect more than static figures; they want interactive worlds where play, learning, and community seamlessly intersect.
The Jurassic World QR codes have proven that their simple addition can open doors to a whole new dimension of play.
Made possible with an advanced QR code generator, market research, careful strategization, each scan delivers fresh AR experiences, mini-games, and challenges, keeping fans engaged and making every interaction feel new.
Jurassic World is proof that bridging physical toys and products with digital adventures keeps brands unique and relevant among the new generation of consumers.
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