CHALLENGE:

The retail team for PJ Masks, an animated series for preschoolers, sought an interactive way to support the in-store launch of two new toys prior to Halloween weekend. Their vision was to execute fun and interactive family events at up to 1,000 Walmart locations all on the same day.

SOLUTION:

Drawing inspiration from the two-part PJ Masks Halloween Tricksters episode, we created a simple and effective consumer program:

• Host a toy demo at participating store locations
• Enhance the experience with themed giveaways
• Engage shoppers with an AR-enabled activity booklet

We executed off our proven retailtainment template, originally established for the Power of the Pink and Chipping in for Children programs:

• Organize weekly calls and cloud-based planning with Entertainment One
• Coordinate with key Walmart personnel to secure compliance
• Leverage our network of brand ambassadors to ensure execution and compliance

RESULTS:

• Walmart’s toy department saw an incremental lift of nearly $1 million during the 1-day promotion
• 90% store compliance rate