Walmart’s retail dominance was neutered during the key holiday season when their value message was trumped by the perennial desire to get the hottest toys. They needed a fully-integrated program that depositioned Toys R Us and transformed limited inventory into “premium selection. We created Toyland and two renegade spokes-elves – Wally & Marty. These characters became lilliputian linchpins for a cross-channel property that was hardwired to be culturally relevant and energize multiple consumer touch-points. Toyland thrived in everything from TV, to catalogue, in-store kiosks, and a fully interactive digital “wish-list.” Additionally, this platform generated millions in previously untapped partnership support.