By

FUN & Games

Colourful connectivity in the toy zone
CLIENT

Walmart

PROJECT

Walmart Toy Zone

RELATED SERVICE

Environmental
Graphic Design
Wayfinding

THINK

Walmart is the number one destination for toys in Canada. To maintain that title, the retailer asked SLD to create simple but impactful elements to transform the zone into a playful space. The experience needed to be highly visible, drawing customers quickly as they enter the store. It also needed to be flexible, to support partnerships with key brands, and to fit within the core brand standards. It also needed to be highly cost-effective, work with existing operational standards and use existing fixtures.

BLINK

A theme of the classic Toy Box fit could encompass both classic toys and games as well as new hot trendy items, and is relevant to a broad age range. The height of Walmart’s enormous stores was a key asset the SLD team used to create visual impact from a distance. Large simple graphics are featured high up on the back wall, visible as the customer enters. The graphics interpret the Walmart colour palette through the lens of play, staying on-brand but also speaking to the category. A large three-dimensional centerpiece hangs above the toy section with the TOY SHOP name visible from all sides.

The elements create a strong backdrop that ties the zone together, while still allowing for seasonal and branded campaigns.