‘Digital playground’ unveiled by Walmart

Published on: 21st November 2018

Walmart Toy Lab lets kids use home computers or tablets to access and play with 20 of the toys on the retailer’s Top Rated by Kids list.

Walmart has partnered with interactive video entertainment provider Eko to launch its new Walmart Toy Lab. By using an online Funtroller, kids can select toys to test, watch other children play, and share their lists of favourites.

The Walmart Toy Lab features an array of items from different brands, including, Barbie Dreamhouse, Imaginext Jurassic World Jurassic Rex, STEM Jr. Wonder Lab, Nerf Laser Ops 2 Pack, Hot Wheels Ultimate Garage, Incredibles 2 Jack Jack Doll, PikMi Pops Surprise, Lego Creator Pirate Roller Coaster and others.

The move by Walmart indicates that the retailer is serious about filling a void left in retail toy sales by the demise of Toys R Us, both in brick & mortar and online environments. Walmart already said it was boosting its toy selection and assortment by 30% in stores and 40% online.

In an interview this autumn D.A. Davidson & Co. analyst Linda Bolton Weiser, for the website Retail Dive, said Walmart is angling to become the sector’s new premiere showroom for toys. “Consumption or sell-through demand by consumers doesn’t change just because Toys R Us went under,” Linda said.


Maxi Toys acquired by King Jouet

Rubies and Bristol Novelty to merge

DreamToys transitions to digital event

Intu Trafford Centre up for auction

Basic Fun’s Pound Puppies partner with Dogs Trust

The London Toy Company teams up with Wow! Stuff for new release

New York Comic Con

New York Comic Con moves to virtual event


Asmodee set to launch virtual AsmoFair

Exclusive: NPD looks at the UK toy market in recent months

Be part of the October Licensing Special issue of Toy World