Walmart Launches Toy Lab & More Than 200 Toy Rollbacks For Holiday Shoppers


Wal-Mart sent along a press release announcing the launch of Toy Lab, and a price decrease on more than 200 toys for the holiday season.

Walmart Toy Lab: Beginning today, kids are invited to enter the Walmart Toy Lab where they can test out this year’s hottest toys through an interactive digital experience available online at The Walmart Toy Lab makes shopping for the hottest toys fun and convenient for kids and adults alike. 

Toy Rollbacks: With the holiday season quickly approaching, Walmart put more than 200 of the hottest toys in stores and on on Rollback for customers looking to get a head start on their shopping, while saving them money. See below for a section of the most in demand toys of the season on Rollback. 


New Toy Rollbacks Now Available: 

Under $25 

·       Tic Tac Toy XOXO FRIENDS Multi Pack Surprise, Pack 1 of 12 $7.88-$16.99 (was $9.84) 

·       Pikmi Pops Cheeki Puffs $9.78 (was $10.88)  

·       Goliath Games – Banana Blast $14.88 (was $19.82) 

·       Cool Maker, GO GLAM Nail Stamper, Nail Studio with 5 Patterns to Decorate 125 Nails $18.82 (was $24.87)  

·       Sesame Street Love to Hug Elmo $22.88 (was $29.82)  

·       Barbie Sweet Orchard Farm Doll & Vet Playset $23.88 (was $29.88) 

·       Barbie Cake Decorating Playset with Blonde Baker Doll $23.88 (was $29.88) 


Under $50 

·       VTech Mix & Match-a-Saurus $29.82 (was $34.73) 

·       Little Live Scruff-a-Luvs Plush $29.82 was ($39.97) 

·       Owleez, Flying Baby Owl Interactive Toy with Lights and Sounds $38.82 (was $48.82)  

·       DreamWorks Dragons, Hatching Toothless Interactive Baby Dragon and Bonus Downloadable Episodes $48.88 (was 59.68) 

·       Xtreme Power Dozer $49.97 (was $54.88) 


Under $120 

·       Barbie Dreamplane Playset $59 (was $74.00) 

·       Poopsie Chasmell Rainbow Slime Kit $59.00 (was $69.00) 

·       Paw Patrol – My Size Lookout Tower $64.99 (was $99.99) 

·       Imaginext DC Super Friends Transforming Batmobile R/C Vehicle $69.00 (was $79.00) 

·       Wildluvs Juno My Baby Elephant Electronic Pet $77.00 (was $97.00) 

·       FurReal Cubby, the Curious Bear Electronic Pet $77.00 (was $97.00) 

·       Hover-1 Maverick Hoverboard $117.00 (was $128.00) *Walmart Exclusive 


Toy Lab Press Release: 


Walmart and eko Welcome Families to the “Walmart Toy Lab” to Test 2019’s Hottest Toys Without Leaving Home 

Kids Can Play with 40 Sought-After Toys in an Interactive Experience that Brings Fun & Convenience to Holiday Shopping 


BENTONVILLE, Ark.– Walmart and eko, the leader in choice-driven entertainment, today unveiled the Walmart Toy Lab for the 2019 holiday season at A free, online interactive experience, the Walmart Toy Lab invites kids to test this year’s most-wanted toys from their tablet or computer. The Walmart Toy Lab brings fun to holiday shopping, combining play for kids and convenience for parents in the rush of the season. 

Starting today, kids can step into the Walmart Toy Lab and become toy testers within a bright, fantastical workshop. Alongside two hosts, kids will use a “Funtroller” and choose to test, look at, or play with the season’s hottest toys. From cruising around on a Hover-1 Kart hoverboard and keeping watch from the Paw Patrol Lookout Tower, to coaxing a creature out of the How to Train Your Hatching Dragon, kids can put toys through their paces before adding them to their wish lists.  

The Walmart Toy Lab is an example of Walmart’s commitment to delivering convenience and fun experiences to customers this holiday season. Created in partnership with eko, the Walmart Toy Lab leverages eko technology to reinvent traditional catalogs and today’s YouTube “unboxing videos,” putting kids in the driver’s seat.  

“Being a retailer isn’t simply about selling items anymore – it’s about creating an experience for our customers,” Anne Marie Kehoe, Walmart’s vice president of toys, explained. “The Walmart Toy Lab is a way for us to create a digital experience for kids to really see our hottest toys in action as we enter the holiday season.” 

KidHQ is filling a gap left behind by shuttered toy stores and old-school catalogs, and in the process is reinventing how brands connect with people,” said Ivy Sheibar, chief brand officer of eko. “I have young children and know first-hand that kids have grown accustomed to interacting and playing with technology. KidHQ fulfills these expectations by inviting kids to choose what happens next throughout the experience rather than passively consuming content. At eko, we believe it’s the future for entertainment and brands alike.” 

Beginning today, kids and parents can interact with the following toys within the Walmart Toy Lab: 

·       Barbie Dreamplane 

·       Owleez 

·       Frozen 2 Elsa’s Enchanted Ice Vanity 

·       FurReal Cubby 

·       Frozen 2 Arendelle Castle 

·       Kindi Kids 

·       Myla the Magical Unicorn 

·       Juno My Baby Elephant 

·       Frozen 2 Forest Expedition Dolls Walmart Exclusive 

·       Robo Alive Ice Dragon Robo Alive Fire Dragon Walmart Exclusives 

·       Star Wars Scream Saber 

·       Marvel Spider-Man Super Web Slinger 

·       Turbo Bot 

·       L.O.L. Glamper 

·       Simba Ride-On Walmart Exclusive 

·       Peppa Pig Magical Parade 

·       Paw Patrol Lookout Tower 

·       Adventure Force NASCAR Crash Racers Walmart Exclusive 

·       Hover-1 Hoverboard and Kart Walmart Exclusive 

·       Huffy Torex 


Twenty more toys will be added to the interactive experience on November 1! 

This is the second year the Walmart Toy Lab has brought a new form of entertainment to the holiday season. After announcing a joint venture last year, eko and Walmart have partnered on a number of unique interactive experiences.