• by Chuck Martin , November 21, 2018

Walmart has launched an interactive video feature for children to virtually interact with 20 of the retailer’s ‘Top Rated by Kids’ top ty list.

The WalmartToyLab.com is a digital playground for children to play with toys from their computer or tablet, an experience created by Walmart and Eko, an interactive entertainment company.

Children can push virtual buttons to select toys to more closely view and test, allowing them to play with the main features of the toy. After testing, a child can add the toy to their digital wish list and share with Santa or their parents.

Walmart unveiled America’s Best Toy Shop, its destination for toys in stores and on Walmart.com earlier this year. The Toy Lab is one of the retailer’s website enhancements to provide shoppers with curated editorial content while shopping for items online.

Toys in the interactive experience include Barbie Dreamhouse, Fingerlings Hugs, Air Hogs Supernova, Imaginext Jurassic World Jurassic Rex, Really Rad Robots Mi-Bro and Rideamals Scout Interactive Pony.