Launching on November 15 and running until December 8, Mattel Canada  will debut the Mattel Digital Shop ‘n Play at the CN Tower. The pop-up retail experience offers holiday shoppers an interactive shopping concept coupled with digital brand play, featuring the most popular toys available this holiday season. Mattel makes holiday shopping feel more like a futuristic gaming experience versus a tedious task on a busy to-do list.
Toy lovers of all ages are invited to enter Mattel’s captivating high-tech world for a shop and play experience in a stimulating and unconventional retail setting. With unique grab-click and grab-swipe screen interaction and motion sensor technology, shoppers can navigate an endless aisle of toys and can complete their purchase onsite via secure mobile purchase with home delivery, or create a customized wish list that can be quickly and easily emailed home or to family and friends. Mattel partnered with retailers Toys”R”Us, Sears and Amazon to bring the Digital Shop ‘n Play to life with easy access to vast product choices fulfilled at competitive prices. 
“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,” explains Reidin Goode, senior director of marketing, Mattel Canada. “Mattel Canada knows that e-commerce trends in Canada are continuing on the up-swing. In 2012, Canadians spent $22.3 billion on retail e-commerce and this figure is expected to double by 20151.”
The one-of-a-kind Mattel digital playground features interactive and online activities, augmented reality, animated content, games, apps, and vibrant virtual toy shelves guaranteed to engage kids of all ages and stages. A great place to enjoy both interactive play time and futuristic shopping, both parents and kids can navigate and customize their experience. Kids can race through a Triple Track Twister in a virtual Hot Wheels speedster, get digitally-dolled up at Barbie’s Endless Closet or immerse themselves in a Thomas & Friends interactive story and more!
“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,” adds Goode.
The Mattel Digital Shop ‘n Play at the CN Tower is located at the base of the CN Tower. Mattel partnered with the CN Tower property given it holds such an iconic place in the heart of downtown Toronto and offers a natural draw for families interested in emerging technologies and exploration. Leading retail partners Toys R Us, Sears and Amazon bring their shared vision of maximizing customer engagement and e-commerce opportunities. The Mattel Digital Shop ‘n Play at the CN Tower was created by Brandfire Marketing Group with communications support from GCI Group.
1. Canada Retail Ecommerce Forecast: Measured Growth Ahead, eMarketer; Statistics Canada, 2011 – Source: Mattel Canada, Inc.