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Digiday reports that Walmart has launched a new website, dubbed Toy Lab, designed to help children “learn about its products through demonstrations and then put them on wish lists for the holidays.”

In addition to marketing these toys to kids, the site also is able to compile data about the products that kids find most appealing, which Walmart should be able to convert into buying, marketing and merchandising actions.

For the moment, 20 toys are demonstrated on the Toy Lab site, with some of them Walmart exclusives; Toy Lab will be live online through the end of the holiday buying season.

Walmart has been making a big push in toys - calling itself “America’s Best Toy Store” - as it tries to fill a perceived gap left by the demise of Toys R Us.
KC's View:
Cool idea. Again … it is an example about going beyond serving as a source of product, and evolving into a resource for consumers. While, at the same time, collecting actionable data that helps it be an even more valuable resource.