Walmart Toy Catalog

For years Walmart had released their popular Toy Catalog primarily in print. It featured the best toys from manufacturers far and wide and all of it would be available under one roof. In 2023, we undertook the ambitious and herculean task of creating an integrated experience across both print, digital and mobile, making the more than 1,000 toys available on Walmart.com and the Walmart app. The effort required the coordination of cross functional teams across business, merchandising, engineering, marketing, creative, production, account management and project management across both site and stores to bring the vision to life. The resulting experience was a huge success resulting in over a $100M in revenue and over 1000 orders.

Here’re the key tasks that i performed that helped make this experience such a success:

• I created, implemented and maintained the spec criteria necessary for a high quality item image output for the product.

• Set up systems to ensure both source imagery intake as well as external and in-house production teams met spec criteria for final output.

• Implemented a QA process to deliver high-quality item images with the shortest possible turn-around while staying within budget.

• Created a unified file-naming system across production, design, engineering and marketing to accommodate front-end item image swaps and provide a seamless customer experience.

Toy Catalog 2023

2023 was the first year this experience was launched. I ran point on creative production across the experience helping to build and populate over 75 pages with over 10,000 unique assets showcasing over 1000 items. My highly organized approach as well as expertise in understanding creative projects end-to-end allowed me to shepherd this complex project through various challenges and liaise with my cross functional partners to deliver high quality work within the ambitious 2-month timeframe. This resulted in 16.9 million visits, $113M in revenue and over 1000 orders.

Toy Catalog 2024

Riding high on the success of the previous year, for the second go-round we updated the code to be able to intake items on transparent backgrounds rather than solid ones, which reduced the unique image count significantly. We also worked on perfecting our production capabilities to allow for a more streamlined process from source item imagery to creative to published site. These improvements were largely due to feedback I provided based on the prior year’s processes and had a significant impact on team agility and speed. The experience resulted in 28.8 million visits, $150M in revenue and over 1400 orders.

Toy Catalog 2025

For 2025, we were further able to reduce manual work by leveraging an in-house developed AI tool to help extract images for use on the experience. This is a tool that was in development since 2024 for which I helped provide guidance and feedback to help refine the results. After many iterations and much trial and error, we were able to leverage it to provide 2000-3000 images for use in the Toy Catalog experience.