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Big W has taken its Toy Mania catalogue to the next level by partnering with social media platform Snapchat. 

Utilising 'Marker Tech' Snapchatters can scan the Snapcode on the catalogue to bring an augmented reality (AR) version of Barbie to life. 

Springing from the front cover of the catalogue, Barbie appears in AR spinning around, enhancing and digitising a traditional catalogue experience. 

General manager of Snap Australia Kathryn Carter said the innovation helps brands tap into a new way to connect to consumers. 

"The tools we have on Snapchat provide brands, such as Big W, an avenue to creatively connect with their target audience, adding an element of play within their overall advertising experience.

"With Marker Tech being made available to advertisers, we hope that this will inspire consumers to experience brands/products in a whole new way," she said. 

Social media manager of Big W Alice Harrison said the technology adds to the hype around the sale. 

"We are excited to bring this activation to life in conjunction with our annual Toy Mania sale.

"This cutting edge technology has given us further opportunity to dial up the fun and excitement of Toy Mania with our customers," she said.

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