Mattel and Walmart Canada Offer Holiday Shoppers Toys on the Go

Virtual Toy Store expands offerings for time-crunched commuters

TORONTO, Nov. 4, 2013 /CNW/ - Toy expert Mattel and retail expert Walmart are teaming up again to make holiday shopping easier than ever for Canadians with multiple pop-up Virtual Toy Stores. Located in Montreal, Vancouver and throughout Toronto's Union Station and on GO Transit this year, the Virtual Toy Stores provide gift-givers a one-stop shop for holiday toys.

"As a top destination for holiday shopping, we're always looking for new and innovative ways to interact with our customers and help simplify their shopping experience. We know that our customers are increasingly shopping online and are looking for an easy, hassle-free online shopping experience. is able to deliver that," said Cheri Anthony, director of merchandising for toys, Walmart. "Last year's Virtual Toy Store was a great success for us.  By partnering again with Mattel, both companies continue to spearhead leading-edge and ambitious marketing initiatives that push technology in a direction that is beneficial for our consumers - clearly this program is resonating."

Mattel and Walmart are building on last year's success with the QR-code based shopping experience by expanding the Virtual Toy Store to commuters in Montreal's McGill Station and Vancouver's Waterfront Station in addition to Toronto's Union Station & GO Trains.  The pop-up toy stores in Vancouver and Toronto will launch on November 4, 2013 and run for four weeks. Montreal's Virtual Toy Store will launch on November 18, 2013 and run for four weeks as well. Canadians who are outside of these markets, or whose phones are not compatible with QR-codes can log on to  to shop an extended list of this season's hottest holiday toys.

"With almost half of the Canadian population using smartphones in 20131, expanding this offering to commuters in other major markets was a natural progression for us," said Melissa Farjo, National Account Manager, Mattel. "Couple that with increasingly busy holiday seasons and we had the perfect opportunity to provide a smart, on-the-go solution for time-crunched gift givers."

Mattel and Walmart are taking the Virtual Toy Store even one step further this year by literally offering toys for purchase on the go.  Ten GO Train cars travelling in and out of the Greater Toronto Area will see one car on each train transform into a Virtual Toy Store on wheels, allowing commuters to get wish list items checked off on their way to and from work.

"The daily commute provides at least an hour or two per day where you are stuck in one place, it's the perfect opportunity to get small errands done," said Farjo. "By offering the Virtual Toy Store on the GO we are able deliver convenience, while helping Canadians avoid holiday mall madness and lugging packages to and from."

The unique and visually fun Virtual Toy Stores feature display walls of over 50, three-dimensional toy images and allows commuters to choose their favorite toy off the shelf, snap a picture of its corresponding QR-code with their smartphone and pay in one seamless transaction. Mattel has curated a list of this season's hottest toys from big-brand favourites like Barbie®, Monster High®, Hot Wheels®, Fisher-Price® and Thomas & Friends™. What's more, Walmart Canada then ships purchases directly to the buyer's home with free shipping*, all in time for the holidays.

For more information about hot holiday toys, please visit and

About Mattel
Mattel, Inc. (NASDAQ: MAT - News) ( is the worldwide leader in the design, manufacture and marketing of toys and family products. The Mattel family is comprised of such best-selling brands as Barbie®, the most popular fashion doll ever introduced, Monster High®, Hot Wheels®, Matchbox®, American Girl®, Radica®, Tyco® R/C and Thomas & Friends™ as well as Fisher-Price® brands, including Little People®, Power Wheels® and a wide array of entertainment-inspired toy lines. In 2013, Mattel was named as one of FORTUNE Magazine's "100 Best Companies to Work For" for the sixth year in a row, and also is ranked among Corporate Responsibility Magazine's "100 Best Corporate Citizens." With worldwide headquarters in El Segundo, Calif., Mattel employs approximately 30,000 people in 43 countries and territories and sells products in more than 150 nations. At Mattel, we are "Creating the Future of Play."

About Walmart Canada
Walmart Canada operates a growing chain of more than 380 locations nationwide serving more than one million customers each day, as well as its flagship online store,, which is visited by over 250,000 Canadians daily. With 95,000 associates, Walmart Canada is one of Canada's largest employers and is recognized by Waterstone Human Capital as having one of Canada's top 10 corporate cultures. Walmart Canada is focused on helping Canadian families in need. Since 1994, Walmart has donated and raised more than $180 million to Canadian charities and not-for-profit organizations.  Additional company information can be found at, and at


1 Ipsos Reid's wave of Mobil-ology study, February 2013

*Standard shipping option only.  Free shipping excludes some remote markets. 

Image with caption: "Toy expert Mattel and retail expert Walmart are teaming up again to make holiday shopping easier than ever for Canadians with multiple pop-up Virtual Toy Stores across Canada (CNW Group/Mattel Canada, Inc.)". Image available at:

Image with caption: "The Walmart Mattel Virtual Toy Store will be available on ten GO Train cars travelling in and out of the Greater Toronto Area , starting November 4, 2013 and running four weeks (CNW Group/Mattel Canada, Inc.)". Image available at:

SOURCE: Mattel Canada, Inc.

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Lisa Perruzza at, 416.486.2563
Amanda DiPasquale at, 416.486.5902

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Mattel Canada, Inc.

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WalMart Canada

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