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Overview
When Walmart asked us to imagine a character who could lead families through the magic of their holiday toys lineup, we aimed to build a personality, a world, and a reason to explore. The result was Lil’ Roy, a pint-sized pup with oversized enthusiasm and Walmart’s official companion for holiday play.
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Rather than leaning on typical holiday tropes, we went searching for something rooted in Walmart’s heritage. Buried in the brand’s history was an unexpected gem: Sam Walton’s deep bond with his dog, Ol’ Roy. That relationship became a launchpad for an entirely new character—Ol’ Roy’s energetic grand-pup, reimagined for a generation growing up in a hybrid physical–digital world.
Lil’ Roy isn’t just cute. He’s curious, determined, and always mid-adventure. We shaped him to feel like the kid every kid relates to: wide-eyed, slightly mischievous, and endlessly optimistic. He’s the friend who knows where all the best toys are hidden—and who can’t wait to show you.
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To give Lil’ Roy a world to roam, we developed Toylandia, a playful environment where the toys themselves feel alive with their own stories. Toylandia isn’t a backdrop—it’s a full ecosystem that frames each product in a way that feels imaginative, immersive, and unmistakably tied to Lil’ Roy’s adventurous spirit.
Featured across Walmart's website, socials, holiday catalogues and beyond - Lil’ Roy’s debut sets the stage for more holiday hijinks to come. Recently having returned for the 2025 holiday season, Lil’ Roy is quickly becoming the quintessential fore-bringer of the Christmas season for the retail giant. As Walmart continues to evolve its holiday playbook, Lil’ Roy offers a charming, flexible foundation for future adventures.
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