Walmart, Mattel Play with Experiential Toy StoreWalmart, Mattel Play with Experiential Toy Store

Mattel and Walmart have partnered with Eko to launch retail activations at the KidHQ virtual store.

The deal sees Mattel and Walmart land on KidHQ's platform, which lets kids browse toys via custom-created videos. Each video uses a choose-your-own-adventure format to let kids test and review merchandise virtually.

BuzzFeed produces videos at KidHQ as part of a previous partnership. All content on the platform is accessible from a variety of digital devices.

"Building off Eko's success and our ongoing partnership, BuzzFeed is thrilled to be involved and help bring KidHQ to life," reports Ben Kaufman, chief marketing officer, BuzzFeed. "The interactive content reinvents fun and play while also creating a new template for commerce and advertising."

Mattel will launch a Barbie DreamFloor with Eko that sees users help Barbie build her vlog while browsing items in the toymaker’s product catalog.

"Increasingly, we are looking to give kids new ways to create an imaginative world around their beloved Mattel brands and characters," says Janet Hsu, chief franchise officer, Mattel. "The 'Barbie DreamFloor at KidHQ' does just that, putting kids in the driver's seat so that they can create their own Barbie interactive experiences."

Walmart's deal sees the retail giant create a Toy Lab where kids can digitally test and review the latest toys available this holiday season. At the end of the experience, users can share a wish list that helps parents learn what their kids want for the holidays. In a "Grown Up Only" floor in the experience, the wish list also becomes a click-to-shop experience for parents to buy toys from the massive retailer.

"Being a retailer isn't simply about selling items anymore – it's about creating an experience for our customers," says Anne Marie Kehoe, vice president, toys, Walmart. "The Walmart Toy Lab is a way for us to create a digital experience for kids to really see our Top Rated toys in action as we enter the holiday season."

Walmart's Toy Lab was originally launched in 2018.