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Mattel Canada launches Digital Shop 'n Play promotion

Toy company Mattel Canada has begun a promotion at the CN Tower in Toronto called "Mattel Digital Shop 'n Play." The promotion, which will run until Dec. 8, takes the form of an interactive installation displaying a range of toys for the holiday season. Using touch displays and motion detectors, consumers can examine a virtual aisle of toys and immediately purchase them for home delivery or add them to a wish list that can be emailed to friends or family members. The installation also features games, an augmented reality component and animated content.

"The Mattel Digital Shop 'n Play at the CN Tower empowers visitors to create their own experience through technology that is fully interactive, adjustable and controlled by the shopper," said Reidin Goode, senior director of marketing at Mattel Canada. "Using the latest technologies with entertaining content, Mattel is creating the future of play and influencing new approaches to retail through a digital playground that fuels creativity and imagination in a meaningful and relevant way."

Mattel is conducting the promotion in assocation with Toys R Us, Sears and Amazon. It was developed by Brandfire Marketing Group, with communications support from GCI Group.

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