The event kicks off at 3 pm ET, led by LEGO ambassadors Matticus Bricks and Danibob Studios. Viewers can engage with behind-the-scenes insights and live building demonstrations while purchasing sets that are unavailable elsewhere. Justin Breton of Walmart described the collaboration as an effort to offer experiences that capture genuine fan interest rather than traditional transactional retail.
This initiative follows Walmart’s recent integration of Sparky, the retailer’s AI shopping assistant, into its live broadcast format. During a previous campaign involving fitness expert Ally Love, the AI was deployed to help viewers navigate product selections in real-time. By pairing custom choreography with shoppable links, the company aims to move beyond standard marketing tactics toward participatory commerce.
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