Case study · Bratz × Walmart · WebAR
A geofenced WebAR world that only unlocked inside Walmart. Shoppers scanned a QR code in the toy aisle and stepped into a 360° Bratz universe to meet the girls, walk the runway and take selfies with them.
The brief
MGA Entertainment launched the Bratz × Kylie Jenner dolls at Walmart in October 2023, alongside a Bratz World merchandising pop-up in stores nationwide. The goal was to get shoppers to come into the store and to make the Bratz shelf something people would talk about and share.
Paige and White Glove Media built Bratz World with Snap AR. It's a branded WebAR experience that opens straight from a QR code on the in-store display. There's nothing to download, and it only works if you're actually standing in a Walmart.
The experience
A QR code on the Bratz World display opens bratzworldatwalmart.com in the phone's browser. It loads instantly, with no app.
Rotate your phone to explore neon hallways, a TV wall, giant lips and glitter bubbles, and walk a virtual runway.
Meet Cloe, Jade, Sasha and Yasmin, switch into selfie mode for a photo with your favorite, and share it straight to social.
Meet the characters
The tech
The experience was geofenced to 4,000 Walmart locations across the US. Scan the code at home and you got a friendly nudge instead: your closest store, how many miles away it is, and an invitation to come unlock Bratz World in person. Keeping it exclusive made the experience a reason to visit, and the aisle became the only door into the world.
The launch
Creators were sent Bratz packages encouraging them to visit Walmart, try Bratz World and post it for their followers.
A companion social AR filter passed 10 million impressions and got people excited to try the full experience in real life.
QR-coded Bratz World displays in Walmart toy aisles turned every visit into a photo op through the holidays.
Recognition · In her words
“What I love most about the 360-degree Bratz World AR experience is the immersive 3D world where fans can hang out and capture content with their favorite characters.”Paige Piskin, to Adweek
Press
Viral AR creator Paige Piskin created the Bratz World AR experience.
Visitors “Bratzify” themselves with the Bratz filter, snap pics with their favorite animated characters and walk a virtual, 360-degree runway.
A geo-gated augmented reality “runway to the toy aisle.”
Cementing the idea of any retail outlet as a potential entertainment space.
A pop-up experience exclusive to Walmart, featuring immersive experiences and an augmented reality runway.
Fan immersion experiences, including a geo-gated augmented reality runway, to the toy aisle this holiday season.
Transports them into a 360 Bratz world featuring animated Bratz characters.
Shoppers can make the aisle their red carpet.
Next
Retail activations, WebAR worlds and social filters that drive real-world visits. Tell Paige what you're launching.