Walmart Canada is getting its top toys in front of gift buyers in a whole new way this season by partnering with Corus Entertainment for a two-part TV special around its annual toy testing.

Working with Toronto-based integrated ad agency Traffik on the program, Walmart Toy Testers on YTV gives a behind-the-scenes look at the retailer’s annual top toy testing, hosted by YTV host Carlos, alongside kid toy testers Marlow and Charlotte. The first part of the show aired October 4, and the second will air  November 1, featuring this year’s top 20 toys.

The top items are chosen each year by more than a thousand kids who were invited to test more than 150 unreleased playthings with the goal of predicting the top 20 “kid-approved toys” at Walmart Canada ahead of the holiday season.

In addition to the TV special, the campaign includes creative in Walmart’s in-store flyers, the Walmart Live Better magazine, a digital hub at Walmart.ca/toytesters and digital ads and blog posts on sites within the Yummy Mommy Club blogging network.

Lindsay Ternoway, account director at Traffik, says putting Walmart’s annual toy testing on TV for the first time allows the retailer to showcase the role it plays during the holiday season.

“The shows inform them on how, what and when they buy,” she says. “It’s content that helps them make purchases. We know that this is a buying season, so one of the best values we can give them is the ability to make those decisions more effectively.”

Corus was chosen as a partner because of YTV, which Ternoway says allows Walmart to reach its target of parents and other gift buyers without much wastage because of the co-viewing that happens on that channel.

From Media in Canada. With files from Val Maloney.