Walmart Toy Catalog

For the Holiday 2024 season, the creative team at Walmart Creative Studios had the idea to introduce a new character for their toy catalog. Inspired by "Ol' Roy"--the real life English Setter belonging to Walmart founder Sam Walton--"Lil' Roy" was introduced as a guide for kids to help them navigate all the great toys of the season.

I was fortunate to be brought on board to give voice to Lil' Roy, develop his backstory, and weave storytelling throughout both the toy catalog as well as the digital experience. As love for Lil' Roy grew within the walls of Walmart, so did the opportunities to find fun new ways to connect and inspire kids throughout the holiday season.