Warner Bros. Pictures Animation and Amazon Ads have teamed up to launch Open to Fun - an immersive, multi-channel campaign promoting the new animated feature, The Cat in the Hat, arriving in cinemas on 6th November.

Developed by Brand Innovation Lab, a team within Amazon Ads, the activation includes a dedicated Amazon store page, custom Alexa experiences, placements spanning Prime Video, IMDb, Twitch, and Alexa, and an interactive mini game, voiced by the film's star, Bill Hader.

"Open to Fun is a perfect example of a 'surprise and delight' campaign the Brand Innovation Lab team loves to create: transforming beloved cultural IP into an engaging pan-Amazon experience customers can discover, interact with, and share,"

"Open to Fun is a perfect example of a 'surprise and delight' campaign the Brand Innovation Lab team loves to create: transforming beloved cultural IP into an engaging pan-Amazon experience customers can discover, interact with, and share," says Lauren Anderson, US Head of Amazon Ads Brand Innovation Lab.

2026 RTIH Innovation Awards

Immersive experiences will be a key focus area at the 2026 RTIH Innovation Awards.

The awards, which celebrate global retail technology innovation in a fast moving omnichannel world, have now closed for entries. Our winners will be revealed at the 2026 RTIH Innovation Awards Ceremony, taking place at The HAC in Central London on Wednesday, 4th November.

Check out our 2026 shortlists and finalists here.

We received a record number of entries this year and many fantastic examples of technology excellence driving transformative change across the global retail sector.

Congratulations to all those who made it through the initial submission process! It’s now over to our star studded judging panel who will decide the winners to be announced at the 2026 RTIH Innovation Awards Ceremony, taking place at The HAC in Central London. 

The event will be held on Wednesday, 4th November and consist of a drinks reception, three course meal, awards ceremony presided over by award winning stand-up comedian, presenter, actor and broadcaster, Aurie Styla, and after party until 1am.

Click here to book your place at the 2026 RTIH Innovation Awards Ceremony on Wednesday, 4th November.