Showcasing the launch of its merchandising startup, Walmart partners with Dreamworks Animation for a virtual-reality parking lot popup inviting shoppers to enter the realm of How To Train Your Dragon

Founded based on the belief that virtual reality will transform merchandising and retail, Walmart’s ambitious, tech-based merchandising company Spatial& is debuting its first development with an immersive, in-store popup experience where shoppers can enter the universe of Dreamworks Animation’s How To Train Your Dragon: The Hidden World, the upcoming third installment in the universally acclaimed film series.

Set in the parking lot of select Walmart locations, the physical activation is ultimately a five-minute multisensory journey. Shoppers can interact physically and emotionally with their favorite How To Train Your Dragon characters using top-of-the-line technology such as Positron’s Voyager, the full-motion VR chair with a built-in haptic feedback system used to create a sensation of motion that matches up with the viewing content. The use of this emerging and innovative technology is designed to “enhance the experiences of shoppers across the country,” says Scott McCall, senior vice president for entertainment, toys and seasonal, Walmart U.S.

Upon exiting the installation, visitors will find themselves in a curated physical gift shop designed to build off of the one-on-one connection made between the shopper and the film’s famous characters, featuring exclusive themed toys and games:
“Customers will also get a preview of the exciting new products available at Walmart for How to Train Your Dragon fans of all ages at the great prices customers expect from Walmart,” explains McCall.

Although geared for children, the VR-driven event’s cutting-edge animation technology, as well as its remarkable storytelling, aims to provide a memorable experience for shoppers of all ages. The three-month virtual tour will take place at sixteen Walmart locations following the film’s late February release date.

Walmart

Dreamworks Animation

Founded based on the belief that virtual reality will transform merchandising and retail, Walmart’s ambitious, tech-based merchandising company Spatial& is debuting its first development with an immersive, in-store popup experience where shoppers can enter the universe of Dreamworks Animation’s How To Train Your Dragon: The Hidden World, the upcoming third installment in the universally acclaimed film series.

Set in the parking lot of select Walmart locations, the physical activation is ultimately a five-minute multisensory journey. Shoppers can interact physically and emotionally with their favorite How To Train Your Dragon characters using top-of-the-line technology such as Positron’s Voyager, the full-motion VR chair with a built-in haptic feedback system used to create a sensation of motion that matches up with the viewing content. The use of this emerging and innovative technology is designed to “enhance the experiences of shoppers across the country,” says Scott McCall, senior vice president for entertainment, toys and seasonal, Walmart U.S.