What is it?
Kid HQ is the 2019 update to the very popular Walmart Toylab. Through this interactive video experience at Kid HQ, children are invited to test this year’s most-wanted toys from their tablet or computer. Kids will use a “Funtroller” and choose to test, look at, or play with the season’s hottest toys. The Kid HQ experience exists inside the narrative of a toy factory, where kids are able to visit different floors through the use of a "Funovator." This design also serves the business need of scaling up and adding new floors. The experience was launched during the 2019 holiday season with three floors: Walmart Toy Lab, Barbie, and Santa. This experience leverages Eko's interactive video platform to reimagine traditional commerce and popular YouTube “unboxing videos,” putting kids in the driver’s seat. Role: UX design for Kid HQ, ToyLab & Santa floors.
What did I do?
I supervised the live shoot in Los Angeles, then managed the interactive design team at Buzzfeed. We worked with Walmart, Disney and Mattel to photograph their products pre-release and integrate them into the experience. At Buzzfeed we designed many elements of the User Interface to work seamlessly with the environements made under our direction by Digital Domain.
Director: Ira Rosensweig
AWARDS
2020 Best Interactive Content Series or Piece – Digiday
2020 Silver Telly, Branded Content Craft-Interactive Video
2020 Silver Telly, Branded Content General-Children
