Mattel and Walmart toy with airport shoppers

Shopping is going to get a little bit easier for travelers rushing through the Toronto airport this holiday season thanks to Mattel and Walmart Canada.

The retailer and the toy supplier have teamed up to install a Virtual Toy Store at Toronto Pearson International Airport.

The installation features three LCD screens that consumers can personalize and control via a mobile device to browse and shop brands such as Barbie, Hot Wheels, Fisher-Price, Thomas & Friends, Mega Bloks, and Monster High.

"We are constantly seeing retail shopping evolve and become increasingly mobile. In April 2014, a study conducted by InfoSys found that nearly a third of consumers now want more personalization in their shopping experience," said Melissa Farjo of Mattel. "That's why we are taking mobile shopping one step further and providing travelers with a fun and interactive digital shopping experience, one that is fully personalized by the user and controlled in the palm of their hand."

The Virtual Toy Store is located inside Terminal One, between gates D41 and D42 and near the food marketplace, which last year saw nearly 1.6 million travelers pass through. The store will run for four weeks. "Shopping for toys during the holiday season can be very stressful with so many toys to choose from and finding the time to shop for them," said Cheri Anthony, director of merchandising, toys at Walmart Canada. "The Virtual Toy Store carries some of this year's hottest toys making shopping easy, accessible, interactive, and convenient, especially for the busy traveler."