Mattel Canada launches Digital Shop 'n Play at the CN Tower

Interactive, digital pop-up retail store offers an industry first - unites play and technology to bring retail innovation to the 2013 holiday shopping experience

TORONTO, Nov. 15, 2013 /CNW/ - Launching on November 15 and running until December 8, Mattel Canada will debut the Mattel Digital Shop 'n Play at the CN Tower. The pop-up retail experience offers holiday shoppers an interactive shopping concept coupled with digital brand play, featuring the most popular toys available this holiday season. Mattel makes holiday shopping feel more like a futuristic gaming experience versus a tedious task on a busy to-do list!

Toy lovers of all ages are invited to enter Mattel's captivating high-tech world for a shop and play experience in a stimulating and unconventional retail setting. With unique grab-click and grab-swipe screen interaction and motion sensor technology, shoppers can navigate an endless aisle of toys and can complete their purchase onsite via secure mobile purchase with home delivery, or create a customized wish list that can be quickly and easily emailed home or to family and friends.  Mattel partnered with retailers Toys"R"Us, Sears and Amazon to bring the Digital Shop 'n Play to life with easy access to vast product choices fulfilled at competitive prices.

"The Mattel Digital Shop 'n Play at the CN Tower empowers visitors to create their own experience through technology that is fully interactive, adjustable and controlled by the shopper," explains Reidin Goode, senior director of marketing, Mattel Canada. "Mattel Canada knows that e-commerce trends in Canada are continuing on the up-swing. In 2012, Canadians spent $22.3 billion on retail e-commerce and this figure is expected to double by 20151."

The one-of-a-kind Mattel digital playground features interactive and online activities, augmented reality, animated content, games, apps, and vibrant virtual toy shelves guaranteed to engage kids of all ages and stages. A great place to enjoy both interactive play time and futuristic shopping, both parents and kids can navigate and customize their experience. Kids can race through a Triple Track Twister in a virtual Hot Wheels speedster, get digitally-dolled up at Barbie's Endless Closet or immerse themselves in a Thomas & Friends interactive story and more!

"Using the latest technologies with entertaining content, Mattel is creating the future of play and influencing new approaches to retail through a digital playground that fuels creativity and imagination in a meaningful and relevant way," adds Goode.

The Mattel Digital Shop 'n Play at the CN Tower is located at the base of the CN Tower. Mattel partnered with the CN Tower property given it holds such an iconic place in the heart of downtown Toronto and offers a natural draw for families interested in emerging technologies and exploration. Leading retail partners Toys R Us, Sears and Amazon bring their shared vision of maximizing customer engagement and e-commerce opportunities. The Mattel Digital Shop 'n Play at the CN Tower was created by Brandfire Marketing Group with communications support from GCI Group.

About Mattel

Mattel, Inc., (NASDAQ: MAT) ( 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, Hot Wheels®, Matchbox®, American Girl®, Radica® and Tyco® R/C, as well as Fisher-Price® brands, including Little People®, Power Wheels® and a wide array of entertainment-inspired toy lines. In 2010, Mattel was named as one of FORTUNE Magazine's "100 Best Companies to Work For" for the third year in a row, and was ranked among Corporate Responsibility Magazine's "100 Best Corporate Citizens." Mattel also is recognized among the "World's Most Ethical Companies." With worldwide headquarters in El Segundo, California, Mattel employs approximately 27,000 people in 43 countries and territories and sells products in more than 150 nations.

1. Canada Retail Ecommerce Forecast: Measured Growth Ahead, eMarketer; Statistics Canada, 2011

Image with caption: "An eager shopper interacts with Mattel's virtual toy shelves at the Digital Shop 'n Play at the CN Tower. (CNW Group/Mattel Canada, Inc.)". Image available at:

SOURCE: Mattel Canada, Inc.

For further information:

Anne Morello / Alanna Fallis
GCI Group

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Mattel Canada, Inc.

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