Located in the PATH, Toronto's underground walkway, the virtual toy store will run for a month and provide the ultimate ease in shopping for the next generation of gift-givers.
"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."
The virtual store is not unlike what Well.ca did with health and beauty goods in Toronto earlier this year.
Walmart's virtual toy store features two walls of three-dimensional toy images. Shoppers scan a QR code with their smartphone to purchase the hottest Mattel holiday toys from Walmart Canada, who provides free shipping.
"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 shop," 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."