Creating a beloved character for the world's number one retailer was an exciting adventure and a career highlight. When tasked with crafting a narrative for Walmart's 2024 Holiday Toys campaign, my team dove into the archives of the brand's storied history. It so happens that Walmart's founder, Sam Walton, was an avid outdoorsman who frequently travelled to stores accompanied by his trusty bird dog Ol' Roy. Legend has it that Ol' Roy was a curious and mischievous fellow, more interested in laying by his owner's side than chasing any wild game. With Sam's lore as inspiration, we created Lil' Roy, the feisty grand-pup of Ol' Roy and Walmart's guide for kids and parents to discover the best toys of the season. Lil' Roy became the face of Walmart's 2024 Holiday Toy Catalog and digital storefront and is poised to continue helping kids and parents sniff out the coolest toys for years to come.
