TOY LAB

To create Walmart’s top rated toy list each year, the retailer relies on the opinions that matter most - those of the kids who will ultimately hope to find them under the Christmas tree - by bringing them together in a centralized location and letting them play.

Challenged with replicating that experience in 1500 stores simultaneously, our team created pop-up experiences that put the season’s hottest items within reach. The Toy Lab platform was centered around carving out an area in store for hands-on play, as well as providing a reason to explore the entire category.

Through the introduction of the WonderPack (Walmart’s answer to the happy meal toy), we gave shoppers a red lens anaglyph decoder glass & a clue book and then sent them to investigate each aisle in the toy department. Upon finding all the clues (located at each participating item) shoppers were directed to a digital activation where they could see even more toys, and given a collectible Toy Lab enamel pin.