Welcome to the Walmart Toy Lab, the most epic virtual toy store around. Here kids become toy testers, and tell Chief Fun Officer Ms. Bartlesby which toys are the most fun via a Toy Report that they can also share with their parents. Built on the eko platform, this interactive film contains over five hours of video content. As the lead writer/ACD on this project, I oversaw two writers on a 300 page script, worked hand in hand with production to assure the success of our 10 day shoot, and helped client-creative relations between our team, eko and Walmart. Toy Lab raked in over 3.1 million engaged views, with kids spending an average of 10+ minutes playing with toys. Over 2.1 million toys were added to Toy Reports, and 90% of Toy Reports were shared with parents. The Walmart Toy Lab lives within KidHQ, a digital content headquarters with a different branded experience on every floor.