In Brief

In a bid to corner the toy market, the retailer is offering kids the chance to play with its holiday toy selection virtually, using a computer or tablet to access the interactive Toy Lab and share digital wishlists

Walmart just launched a Toy Lab, which the American retailer describes as a virtual playground for children to test out its top holiday toy inventory. Kids can adopt the role of an official Walmart Toy Tester to choose from 20 of the most popular seasonal toys to play with.

Made in collaboration with interactive video entertainment provider Eko, the lab is accessible via a computer or tablet. From there, kids can use the Funtroller control to select toys to test or see them up close. They can also view other children playing, and even make a wishlist to share with their friends and parents.

In the wake of Toys ‘R’ Us, Walmart is aiming to own a gap left in the toy space with this interactive digital offer. The Toy Lab follows efforts of the retailer to boost its toy inventory on and offline.

Walmart Toy Lab

Walmart just launched a Toy Lab, which the American retailer describes as a virtual playground for children to test out its top holiday toy inventory. Kids can adopt the role of an official Walmart Toy Tester to choose from 20 of the most popular seasonal toys to play with.

Made in collaboration with interactive video entertainment provider Eko, the lab is accessible via a computer or tablet. From there, kids can use the Funtroller control to select toys to test or see them up close. They can also view other children playing, and even make a wishlist to share with their friends and parents.