Virtual toy store debuts in downtown Toronto

Nov 6, 2012 | News

By Meagan Malloch, Claire McCormack, and Mamta Lulla

The virtual toy store is located in the underground PATH system in downtown Toronto near Union station. PHOTO BY CLAIRE MCCORMACK

With holiday shopping just around the corner, Toronto shoppers will get a boost from the first ever virtual toy store.

Located in the PATH tunnel system downtown, people will be able to scan QR codes with their cell phones and will be directed to the Wal-Mart Canada website where they can purchase their item online without having to go into the actual store.

The toy store was designed as a simpler way for consumers to purchase Mattel toys during the holiday season, targeting consumers commuting through the downtown core.

Drew Cashmore, senior manager digital marketing and acquisition for Wal-Mart Canada said that this new way of shopping will make it easier for people shopping during the Christmas season.

LISTEN: Drew Cashmore talks about targeting consumers

Melissa Chau, brand manager with Mattel Canada said that people commuting through the PATH system in the downtown core are not the only targets of this new virtual toy store. They also want to target those who “don’t necessarily live in an area where you can go to the store and buy a toy.”

The virtual toy store was created by two Toronto-based companies Brandfire Marketing Group and IMA Outdoor Inc. and offers up a new direction for shoppers.

Chau said Mattel found that more and more Canadians are becoming increasingly comfortable with e-commerce and four out of five Canadians are using their phones to shop, which is part of the reason why they wanted to use QR codes to allow consumers to purchase items with their mobile devices.

LISTEN: Melissa Chau talks about QR codes

The virtual toy store runs for four weeks in the underground PATH from Nov. 5 – Dec. 2 and showcases Mattel toys such as: Barbie, Hot Wheels, and Fisherprice.

Claire McCormack has more details.