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Walmart and Mattel open virtual pop-up toy store

Walmart Canada and Mattel have launched a virtual pop-up toy store in Toronto to make it easy and convenient for shoppers to buy gifts during an often rushed holiday season. The toy store, which was created by Brandfire Marketing Group in conjunction with IMA Outdoor Inc., will be located in Toronto’s underground walkway, the PATH, for four weeks. It features two walls of 3D toy images and QR codes that shoppers can scan with their smartphone to purchase items. Popular toys from brands like Barbie, Hot Wheels, Fisher-Price, and Thomas & Friends will be available from the virtual store, with free shipping also provided.