November 7, 2012

Mattel and Walmart Canada launch Canada's first virtual pop-up toy store

TORONTO-- For the next four weeks Torontonians will have a new way to shop for toys, courtesy of Mattel and Walmart Canada who have launched the first pop-up virtual toy store in Canada. Located in the PATH, Toronto's underground walkway, the virtual toy store provides a unique QR code-based shopping experience for commuters and gift-givers.

The virtual toy store, created by Brandfire Marketing Group in conjunction with IMA Outdoor Inc., features two walls of three-dimensional toy images. Shoppers simply scan a QR code with their smartphone to purchase Mattel holiday toys from Walmart Canada, who also provides free shipping.

"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," said Cheri Anthony, Walmart's director of merchandising for toys. "It's another way we can help Canadian families create holiday magic for less."

"As Canadians become increasingly comfortable with e-commerce, we see mobile-commerce taking off; in fact, the most recent statistics show that four out of five consumers use smartphones to shop1," said Melissa Chau, Brand Manager, Mattel Canada. "As leaders at the forefront of the retail customer experience, together with Walmart we are innovating shopping for our customers this holiday season."

While traditional gift-givers can still purchase toys online or in-store, the virtual toy store aims to revolutionize what it means to window shop.






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