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Selfridges introduces Elfridges gaming app for Holiday 2014


Gaming is a bit of a recurring theme this holiday season, with initiatives spanning Bloomingdale’s and Ted Baker to Charlotte Olympia and Target, all including some kind of interactive feature for shoppers. Next up, is Selfridges.

The UK department store has launched a retro-style game called ‘Elfridge and the Enchanted Forest’, which takes its players on a mission to save Christmas after a golden goose has stolen all the presents.

Available on the App Store, it references typical platform gaming situations, from jumping up different ledges, avoiding various obstacles and bouncing on a giant red button spring.

There are five levels to get through, each one referencing a different Selfridges’ store: London, Birmingham, Manchester Trafford, Manchester Exchange Square and

The Elfridges in real life are the name given to the team in-store on hand to help shoppers with inspirational style and gift advice. This season they’re also inviting social followers to tweet with their concerns to be in with a chance of “winning the perfect gift”.



By Rachel Arthur

Rachel Arthur is Editor-in-Chief of Current Daily, the leading news source for fashion, retail and innovation, and the co-host of its weekly Innovators podcast. She otherwise serves as Co-Founder and Chief Innovation Officer of Current Global, a transformation consultancy driving growth within fashion luxury and retail. By background she is an award-winning business journalist and consultant, contributing to titles including Wired, Forbes and Business of Fashion.

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