The kid toy testers in the Walmart Toy Lab begin each video with this reminder: "This is advertising." Experiential is the hot buzz word in retail, and it usually means experiences that draw shoppers ...

For the second straight holiday season, Walmart has launched an online interactive ‘Toy Lab’ designed to invite kids to test the period’s most-wanted toys from their tablet or computer. The launch ...

Forbes contributors publish independent expert analyses and insights. Chris Walton is a former Target executive turned retail journalist. The Walmart Toy Lab is Walmart's latest collaboration with Eko ...

With the big box version of Toys R Us gone, the fight among the big players for holiday toy market share is heating up this season. This year so far Walmart has announced a 25% increase in toy ...