Walmart Serves as Paw Patrol HQ with Virtual Event


Walmart tied in to the Aug. 20 theatrical and streaming release of Paramount Pictures’ "Paw Patrol: The Movie" with an exclusive virtual event created by PXL.

Shoppers who preordered select "Paw Patrol: The Movie" toys through before July 31 received a code to access the Aug. 8 event, which featured a digital recreation of the Paramount Pictures studio lot. Fans created avatars based on Paw Patrol characters and explored the space, watching the film trailer, reading character bios, and downloading exclusive recipes and coloring books. They could also create and download their own movie poster and watch 10 minutes of the film in a virtual theater before its release.

Walmart promoted the event with a July 30 sponsored post on Yahoo Life. The “Ultimate Headquarters” theme also appears on a hub and in stores on pallet displays stocking licensed toys and apparel. The displays invite shoppers to scan a depicted icon with the Walmart mobile application for an unspecified "fun surprise." The mass merchant additionally used a Sept. 15 sponsored Facebook post to plug new, exclusive "Paw Patrol" SKUs including a Chase RC movie motorcycle and a transforming ultimate city tower playset.

Channel rival Target also made a significant marketing push tied to film, stocking exclusive toys and offering a 30-day subscription to Paramount+ to allow families to watch the film at home.