By putting hundreds of kids between ages 18 months and 12 years old in a room to play with 80 toys—and then having them vote on their favorites—the company identified five toy trends ahead of the holidays:  • Creativity and crafts, such as the Spin Master Sew Cool Sewing Machine ($34.97) and the Maya Group Make Your Case Cell Phone Cover Kit ($24.99).  • Licenses, especially for items related to Disney's "Frozen" and the TV show "Doc McStuffins."  • Electronic toys, such as the Leapfrog LeapTV gaming system ($149.97) that will be released later this year or the Spin Master Flutterbye Light Up Fairy ($39.88).  • Rebooted classic brands, such as Mattel's Barbie Glam Camper ($83.78) and Hot Wheels Street Remote Control Flying Car ($54.86).  • Scooters and ride-on toys, such as the Razor Crazy Cart Spinning Go Kart ($349).  Wal-Mart said it would promote the toys through in-store displays that call them out as chosen by kids, on a landing page on Walmart.com, and through online, social and print marketing.  Read MoreInvestors snap up collectible toys  The company on Sept. 12 will also kick off its layaway program for toys that cost $15 or more in baskets worth $50 or more, and will use its Savings Catcher program to match prices from local competitors. The tool compares local advertised prices from a customer's receipt, and if it locates a lower price, it will make up the difference on a Wal-Mart gift card. This price matching does not include Amazon.  "Our focus is on having great prices all season long across our toy assortment," Kehoe said.
Wal-Mart released its second annual Chosen by Kids Top 20 Toys List, which includes "Frozen" products and a cell phone case maker.