YTV Lines Up Part Two of Walmart Toy Testers

TORONTO: Walmart Canada has teamed up with Corus Entertainment and Traffik for Walmart Toy Testers, a special televised event spotlighting the retailer's annual toy testing, the second part of which is slated to air on YTV early next month.

Hosted by YTV's Carlos with Toy Test Masters Marlow and Charlotte, Walmart Toy Testers is meant to help consumers make smart purchasing decisions. The first part was broadcast on YTV earlier this month, and will have an encore airing tonight at 7:30 p.m. It is also available to view on demand on the YTVGo app. The second installment, due to debut on November 1 at 8:30 p.m., will reveal the Top 20 toys that real children chose to be sold this holiday season.

"Our annual Toy Testers event takes the guesswork out of toy shopping for the holidays," said Erin Yull, the senior manager of content and creative for omni-channel marketing at Walmart Canada. "We work with the real experts—actual kids—from 8 months to 12 years old, to test the season's hottest toys to help parents make smart holiday buying decisions in-store and on walmart.ca. As a destination for toys and innovation, we're proud to partner with Corus and Traffik to showcase our kid-approved toys, making shopping easier and more exciting this holiday season."

"Together, we're transforming how brands like Walmart will use one stronger voice, with a Conversion Narrative to make the connection from mass media to in-store, resulting in more transactions in-store and online," noted Mark Ferrier, the CEO and founder of Traffik. "The result is a trans-media content story that is more purposeful and meaningful to consumers, resulting in more sales for brands—allowing kids to see what's new and cool in the world of toys and give parents the inside scoop on the hottest toys of the season."

The 2×30-minute Toy Testers shows were produced by Tricon Films & Television for YTV in association with Corus and Walmart. In addition to the two specials, Corus and Traffik are launching a 360-degree trans-media promotional program spanning in-store flyers and Walmart's Live Better magazine, as well as digital and broadcast promotional spots, Top 20 toy profiles, a Toy Hub website, unboxing videos, hosted segments and more.

"We're excited about this first program in our partnership with Traffik and the opportunity to leverage our expertise in creating groundbreaking content that lives across platforms to inform and engage consumers along their path to purchase," added Gerry Mackrell, the executive VP and head of airtime sales at Corus Entertainment. "Audiences will be engaged by the Walmart Toy Testers program where entertaining and honest feedback is given on the hottest toys of the season, which will ultimately help them make their holiday toy giving decisions easy."