New York-based entertainment company Eko has partnered with several retailers and toycos, including Walmart and Mattel, to launch KIDHQ. The interactive video experience features a digital headquarters with branded spaces that kids can explore such as the Walmart Toy Lab and the Barbie Dream Floor.

Produced in partnership with BuzzFeed, when kids head to the site they will be directed to an online choose-your-own-adventure experience, accessible on phones, tablets and computers. Throughout the video experience, users are prompted to click or tap different options to decide what happens next. It’s designed to allow kids to virtually unbox products as “toy testers,” and allows children to meet Santa and interact with live-action and animated characters. New branded experiences are set to bow soon.

At the end of the experience kids are prompted to share their “Toy Report,” a wish list that parents can take to KIDHQ’s “Grown Up Only” section to make online purchases through a click-to-shop area powered by Walmart.

In a statement, Walmart’s VP of toys Anne Marie Kehoe said the retailer’s Toy Lab experience and click-to-shop platform with KIDHQ are part of ongoing efforts to make shopping more immersive.

“Being a retailer isn’t simply about selling items anymore,” Kehoe said. “It’s about creating an experience for our customers.”

The launch of KIDHQ comes as more retailers focus on interactivity. Tru Kids Brands, parent company of Toys “R” Us, is launching Toys “R” Us Adventure pop-ups with a focus on sensory brand and play experiences. The LEGO Group, meanwhile, is opening up shop across Europe with new locations that feature in-store activities like building challenges and scanning stations that allow kids to see 3D-models of construction sets.