Marketing

DSW deploys Tootsie foot scanning featuring an AR experience

Image: Tootsie

October 7, 2025

Footwear retailer DSW has deployed the Tootsie Foot Scanning solution, from Aetrex Inc., which now boasts an augmented reality experience.

The AR technology aims to elevate in-store engagement, boost sales and make footwear shopping more fun, according to a press release.

"Aetrex has brought kids' footwear shopping to another level," Melissa Blandford, SVP at DSW, said in the release. "People come into our stores specifically to see Tootsie and have a memorable experience. Aetrex does an incredible job making in-store shopping personal and engaging, and it works."

The AR experience utilizes a friendly monster character, named Tootsie, to guide children through the foot measurement process. Now, after completing a foot scan, kids can step into Tootsie's virtual world with the Meta Quest 3 or 3S VR headset.

Beyond gaming, the Tootsie AR package offers retailers additional engagement opportunities, such as a digital photo booth for pictures with Tootsie and branded giveaways, including Tootsie-themed trading cards, digital wallpapers, and more.

"The kids' footwear market reached $55.5 billion in 2024, yet most children are still wearing the wrong shoe size," Aetrex CEO Larry Schwartz said in the release. "With the Tootsie Program, we ensure kids get proper sizing from their very first scan, helping to prevent future foot problems. At the same time, the Tootsie AR package transforms shopping into an engaging experience that kids look forward to, creating destinations where families want to return every six months or so as kids grow."