The Walmart ToyLab

Client: THAT, Walmart

Role: Lead User Experience Designer

Technology: Balsamiq, Omnigraffle, Adobe Creative Suite

Press: Winner of Telly Award for General Branded Content, 2019. 

Finalist for the Digiday Content Marketing Awards in Best Interactive Content Piece, 2019.

“Walmart Toy Lab is the Best Thing Walmart has Done All Year,” Forbes, December 2018. 

This project also appeared on Ellen, DigiDay, Campaign US, and BusinessWire.


Project Description

The Walmart ToyLab is a unique interactive video experience for kids.

In the ToyLab, kids can click on and interact with content directly within the video itself. It’s like a commercial-meets-game-meets-app-meets-interactive-unboxing-video.

Kids can select toys they want to play with, test those toys in the Testing Room using the Funtroller, and then give the toys they like their stamp of approval. Their favorite toys then get collected into a wishlist that can then be shared with Santa (and their parents). There are also fun Easter eggs to discover along the way.

As the lead experience designer, I worked alongside a talented group of producers, writers, designers, animators, directors, film editors and developers to design this totally novel, gamified retail-marketing experience.