Walmart is playing around with its toy business. The superstore is reviving its online toy venue that lets children get an inside look at the newest and most popular toys.
Walmart Toy Lab will be an online, interactive program where children can look at, test, and play with toys virtually. Walmart is displaying toys from some of its most popular collections including Barbie Dolls and Star Wars toys. Since the liquidation of Toys ‘R’ US brick and mortar stores, Walmart has been expanding its toy section in an effort to absorb toy sales that once belonged to the bankrupt chain. But the latter is also up against other big players looking to maximize toy sales, including Target and Amazon. Since the introduction of Amazon Prime, Target and Walmart have both been trying to bring in more sales with media exploits and expedited shipping fulfillments, according to a Gartner L2 report on the topic. In addition to the re-introduction of the online toy lab, Walmart plans to host various in-store toy events to push sales for the upcoming holiday shopping season.
Walmart intends to have forty toys online by November for children to play with in the toy lab. Users will even be able to virtually test out some toys that have not yet been widely released. Walmart hopes the online toy lab will bring convenience to parents who see which toys their kids like online and order them on the Walmart website ahead of the holidays.
The launch of the Walmart Toy Lab is perfectly timed for the holiday season and also indicates Walmart’s increasingly digital push towards a younger consumer.