By

FUN & Games

Colourful connectivity in the toy zone
CLIENT

Walmart

PROJECT

Walmart Toy Zone

RELATED SERVICE

Environmental
Graphic Design
Wayfinding

A young child sitting on the ground, smiling broadly at the camera. The child has curly hair and is wearing a striped shirt.
A sign advertising a toy store with various stuffed animals displayed on shelves behind it.
An image of a LEGO figure holding a camera, standing in front of a laptop, with a red background.

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.
A blue square with the word "NEW" in white capital letters, indicating that this is an icon representing new content or functionality.
Girl sitting cross-legged, surprised expression, hands on face.
An image of a store aisle filled with toys, with a sign advertising a sale in the background.

BLINK

A yellow lego brick.

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.

A store filled with toys, with a sign that says "toy shop" and a truck in the background.
A colorful collage of lego toys, a teddy bear, and a doll, set against a backdrop of a rainbow-colored barcode.