Chewy and Party City Get In the Spirit

Jamie Grill-Goodman
Editor in Chief
Jamie goodman
a cat sitting on a table
Chewy's AR experience where dogs and cats can virtually dress up in Halloween costumes.

As Halloween approaches, Chewy and Party City are getting into the sprit of things with an augmented reality experience for pets and an immersive balloon pop-up.

[See more: Signs Point to a Pretty Sweet Halloween for Retailers]

Pet retailer Chewy is charting a new digital path for pets with the Fur-tual Boutique, the first-ever augmented reality (AR) experience where dogs and cats can virtually dress up in Halloween costumes. This experience brings full-body try-on capabilities for pets to the AR world.

Pet owners can enter the Fur-tual Boutique via a QR Code (below) or by visiting They then choose from seven Chewy-exclusive Frisco costumes including the Killer DollWerewolfGrannyCountry SingerCowboyTeddy Bear and Superhero. They then adjust the costume to get the perfect fit and receive an image of the pet wearing their costume to share on social. Additionally, those who share their custom photos on social media tagging @Chewy with the hashtag #HairyNotSoScary will be entered to win fun prizes that will arrive in time for celebrating Halloween. 

a dog sitting on a table

Meanwhile, celebrations retailer Party City has launched Boo-Loon Land, a first-of-its-kind immersive pop-up balloon installation at 475 Fifth Avenue in New York City for a three-day, Halloween-themed experience for all ages.

The walk-through experience will feature Party City's most creative balloon installations as guests tour six uniquely Halloween-inspired rooms including Dia de los Muertos; fall harvest; black & bones; iridescent glam; Halloween friends and more. Some of the most influential balloon artists around the country will be creating these masterpieces, including Jam Evangelista, Katie Balloons, Jesus Tejada and Karly Turner.

Boo-Loon Land visitors will also have the opportunity to trick-or-treat on site, learn how to design a balloon garland from Party City DIY experts, shop exclusive Boo-Loon Land product, and connect live with Party City's own celebration specialists for expert tips and tricks to plan their own ultimate Halloween bash. 

"We're admittedly Halloween obsessed at Party City and are always innovating new ways for our customers to celebrate alongside us," said Julie Roehm, chief marketing & experience officer at Party City. "We recently conducted a survey of decision-making moms and found that 80% consider Halloween a full season versus just a single day to celebrate, and we couldn't agree more. Boo-Loon land is a totally immersive way to celebrate Halloween and engage with us and we can't wait to kick it off."

The event will take place Friday, October 15 through Sunday, October 17. Guests can register for complimentary tickets to attend at

This ad will auto-close in 10 seconds