Wal-Mart Introduces Virtual Pop-Up Toy Store

Wal-Mart Introduces Virtual Pop-Up Toy Store

The underground store in Toronto, co-branded with Mattel, will make holiday shopping easier for tech-savvy commuters.

Emma Hutchings
  • 7 november 2012

Walmart Canada and Mattel have launched a virtual pop-up toy store in Toronto to make it easy and convenient for shoppers to buy gifts during an often rushed holiday season. The toy store, which was created by Brandfire Marketing Group in conjunction with IMA Outdoor Inc., will be located in Toronto’s underground walkway, the PATH, for four weeks.

Wal-Mart Introduces Virtual Pop-Up Toy Store

It features two walls of 3D toy images and QR codes that shoppers can scan with their smartphone to purchase items. Popular toys from brands like Barbie, Hot Wheels, Fisher-Price, and Thomas & Friends will be available from the virtual store, with free shipping also provided. Cheri Anthony, Walmart’s director of merchandising for toys, said:

Walmart is a top destination for innovation and for holiday shopping, especially when it comes to toys. We’re thrilled to partner with Mattel to bring this exclusive out-of-store experience to our busy customers. It’s another way we can help Canadian families create holiday magic for less.


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