If These Walls Could Talk? This Wallpaper Does, Telling Stories to Kids

TBWA finds another medium for diversion

Headshot of Angela Natividad

Tired of reading The Giving Tree over and over? No problem. Now your walls can take up the slack.

French home improvement store Castorama has released “Magic Wallpaper,” a playful unisex wallpaper for kids that’s covered in colorful characters, including aliens, forest creatures, superboys and princesses (who hate dresses). And it’s not just passively pretty.

Each character serves as a digital marker. Once users download an app, they can scan the characters with their mobile devices … and a fresh story will appear, ready to read or listen to. Characters can also be combined, for hours of mix-and-match storytelling fun!

The brand is plugging the product as “the first interactive wallpaper.” Each of the 10 characters was conceived and designed by TBWA\Paris, with the actual wallpaper manufactured by Graham & Brown. Stories last fewer than five minutes. Audio mode features a storyteller’s voice, while text mode sports sound effects that play when someone clicks on the appropriate word. A night mode, with fainter luminosity, is also available.

The hope is that parents will use “Magic Wallpaper” to create more “happy family moments” together, but we have a pretty strong suspicion Mom or Dad will wander off once their offspring realizes walls are a far more patient playmate.

“Magic Wallpaper” is available at Castorama stores, and online, for 9.90€ ($11) a roll. The app is available for free on the App Store and Google Play. It will be supported by social, a contextual display campaign and point-of-sale promotions.

Advertising managers, Castorama:
Guillaume Dumarché – Claire Lefèvre – Marion Parent

Agency managers (TBWA\Paris):
Anne Vincent – Marc Fraissinet – François-Xavier Parison

Executive Creative Directors:
Benjamin Marchal – Faustin Claverie

Copywriters :
Fabien Duval – Glen Troadec

Artistic Director:
Fabien Gille – Nicolas Barrès

Paul Reyrolle – Jérémy Armand – Fabien Gille – Romain Belleville – Benjamin Marchal

Digital Creation (DAN\Paris) :
Philippe Simonet – Guilhem Vacher – Ivan Zindovic –- Julie Laroussinie

Art Directors:
Mélany Caulet

Charline Dantigny

Lead Motion design :
Christophe Courty

Lead UX:
Yann Lupion

App Developer:
Kamal Zitouni

Production (TBWA\Else):
Maxime Boiron – Cathy Pericone

Sound Director:
Fabrice Pouvreau

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@luckthelady angela.natividad@gmail.com Angela Natividad is a frequent contributor to Adweek's creativity blog, AdFreak. She is also the author of Generation Creation and co-founder of Hurrah, an esports agency. She lives in Paris and when she isn't writing, she can be found picking food off your plate.