Last updated: 10/6/2015 Walmart.ca Content Requirement ...i.walmartimages.ca/lib/public/Content_Guide_Toys_V1.pdf · Walmart.ca Content Requirement Guide – Toys ... understandable

Last updated: 10/6/2015

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Walmart.ca Content Requirement Guide – Toys

Table of Contents:

1. Anatomy: Product Information Page (PIP)

2. Content Standards- Toys General

3. Content Standards – Puzzles

4. Content Standards – Board Games

5. Content Standards – Trading Cards


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GENERAL OVERVIEW

The product page is the equivalent of your product packaging, and the most important part of the conversion funnel. Product content is extremely important in helping our customers make confident, informed purchase decisions, as well as driving the searchability of products. Brand Voice The Walmart Brand Voice is defined as clear, relevant, informative, straightforward and positive. We strive to deliver a friendly, straightforward tone and a voice that doesn’t insult or mislead our online customers. As a partner, you should always write in a way that is honest, understandable and informative - but don’t forget to remain true to your brand. In general, you should:

1. Use an active voice 2. Say more with fewer words 3. Focus on the product featured, highlighting key differentiating characteristics

SEO

SEO, or Search Engine Optimization, is an important part of product content. It helps your products find your products more easily on external search engines, like Google, Yahoo! and Bing. How to Optimize Your Product Descriptions:

1. Provide unique, relevant content that is truly useful to the user.

2. Repeat the product name in the product description.

3. Do not provide the same copy to multiple online retailers – it needs to be unique to Walmart.

4. Always build detailed descriptions, as if you are speaking to someone who is completely unfamiliar with this commodity.

5. Don’t use industry terminology; use simple language, which customers are more likely to search the web for.

Do not add filler, fluff or spam content.


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1. Anatomy: Product Information Page (PIP)

This Content Guide is written to inform and aid our Baby partners with the standards and practices for preparing quality, ready-to-publish product content. Please adhere to all aspects of this Style Guide and remember that you are responsible for complying with all terms and conditions you agreed to when originally registering on the Walmart Canada Vendor Information Portal.

Images

Features Product

Description

Short Description

Product Name

Specifications /

Attributes


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2. Content Standards- TOYS

Well-written product descriptions and features create excitement about your product and provide the customer confidence in their purchase decision. The product name is an

important feature and allows customers to recognize and associate with your product; and is extremely important for the success of both internal and external search results.

The short description is also key in helping customers compare sizing options of multiple items from a product results page. You cannot use any other third party trademarks for

which you do not have rights to use in the product description.

*NOTE: YOU ARE CONTRACTUALLY RESPONSIBLE FOR ENSURING THE ACCURACY AND PROPER VALIDATION OF ANY PRODUCT OR PERFORMANCE CLAIM INCLUDED IN A

PRODUCT DESCRIPTION OR FEATURE.

PRODUCT NAME Max Characters: 45

SHORT DESCRIPTION Max Characters: 25

PRODUCT DESCRIPTION Max Characters: 300

Format: 1-2 sentences

Brand + {Sub-Brand/Franchise} + {Series} + {Unique

Feature/ Character/ Model #} + Item Type

{Most Important Feature} + Secondary Feature+ Model #

Marketing copy that references one distinguishing. Be sure to repeat your product type and brand in this

paragraph at least 1 time for better SEO.

{optional values} Examples:

Peg Perego John Deere Gator XUV Ride-On LEGO Star Wars TIE Striker (75154) Building Set Teenage Mutant Ninja Turtles: Out of the Shadows Raphael Action Figure Barbie Rainbow Lights Mermaid Doll

{if applicable} Examples:

12V, 2 Speeds 543 Pieces, 4 Minifigures, 75154 Authentic Styling, Raphael Light Up Tail

Example:

John Deere Gator XUV is the perfect riding vehicle for little workers. They’ll tool around the yard in this authentic John Deere XUV, hauling everything in their huge working dump bed with opening tailgate. Foot pedal accelerator with automatic brakes. The two speed shifter with reverse allows them to drive at 2¼ or 4½ mph on grass, dirt or hard surfaces. Parents will appreciate the adjustable seats and 2nd gear lockout that prevents beginners from going too fast. 12–volt rechargeable high capacity battery and charger included. Made in the USA.


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FEATURES & SPECIFICATIONS Max Characters: 200/bullet point

Format: 10-15 bullet points

Examples

Complete description that will be displayed on the item page as a bulleted list. Here are a few things to include in your list:

Product size

Product material

Care instruction

If it’s a set, give specific description (including size) to each product in the set

Which (if any) accessories your product is compatible with

Any additional notes on product features, certifications, warranty and packaging

Example: • 2–speeds plus reverse (2¼ or 4½ mph) with 2nd gear lockout for

beginners • Foot pedal acceleragtor with automatic brakes

• Knobby tread wheels provide traction on grass, dirt, gravel or pavement • Working dump bed with tailgate • Adjustable seat for growing kids

• Built–in cup holder • 12–volt rechargeable high capacity battery and charger included.

Free 2nd year extension to regular warranty with consumer participation

• Ages: 3 to 8 years • Weight capacity: 130 lb (total, both riders)

• Made in the USA


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Imagery Specifications - TOYS

Overview Imagery • Mandatory: The primary image should always be a front view • Alternative Image(s): Alternate images should show case alternate views or lifestyle images • Background is always a seamless white background (255/255/255 RGB) • Image pixel requirements: Minimum 750x750; Maximum 2000x2000; 300 dpi

Mandatory Images: Image Requirements: • (1) Primary Image should be a direct or angled front view of product.

• (2-5) Alternative Images (AI) should include multiple views, including life

style images of the product in use, product interior and details.

• If the product is a set, please provide a picture of all pieces. It is also

recommended to show individual picture of each piece.

• If your product can be folded or its height can be adjusted, we

recommend that you show different views of the product.

• Background: seamless white background (255/255/255 RGB)

• Pixels: Min. 750x750; Max. 2000x2000; 300 dpi

General Imagery Examples:


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3. Copy Guidelines – Toys – Puzzles Well-written product descriptions and features create excitement about your product and provide the customer confidence in their purchase decision. The

product name is an important feature and allows customers to recognize and associate with your product; and is extremely important for the success of

both internal and external search results. * YOU ARE RESPONSIBLE FOR ENSURING THE ACCURACY AND PROPER VALIDATION OF ANY PRODUCT OR

PERFORMANCE CLAIM INCLUDED IN A PRODUCT DESCRIPTION OR FEATURE.

PRODUCT NAME Character limit: 50-70

SHORT DESCRIPTION Character limit: 25-300

PRODUCT DESCRIPTION Min Characters: 150


FEATURES & SPECIFICATIONS

Max Characters: 200/bullet point

Title of the product to be displayed on the product details page.

{Franchise} + {Puzzle Image} + ##

Piece + {Design Style} Puzzle

{optional values}

Abbreviated list of key item features.

# Pieces

If there are multiple puzzles

included, use:

Multipack of # Puzzles; # Pieces Each

Overview of the key selling points of the item, marketing content, and

highlights in paragraph form. For SEO purposes, repeat the product

name and relevant keywords here.

Detailed description that will be displayed on the item page with the following headlines (need to include the headlines):

Size of Completed Puzzle(s): Length” x Width”

What’s Included in the Box:

Warning: Choking Hazard – Small

Parts

Examples:

Disney Princess 63 Piece Magic

Motion Puzzle

Toronto Islands 1000 Piece Puzzle

Mickey Mouse Clubhouse Shapes & Colours 8 Piece Peg Puzzle

Art Gallery Multipack Puzzles

Teenage Mutant Ninja Turtles 50

Piece Super 3D Puzzle

Examples:

63 Pieces 1000 Pieces 8 Pieces Multipack of 10 Puzzles; 300 Pieces Each Multipack of 3 Puzzle; 150 Pieces, 100 Pieces, 50 Pieces

Example:

Tilt the Disney Princess Magic Motion Puzzle and a second image appears!

Each box has a lenticular postcard on the front of the package.

Example:

Size of Completed Puzzle:

12” x 9”


63 Piece puzzle

1 lenticular postcard Warning: Choking Hazard – Small Parts


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Mandatory Images: Image Requirements:

• (1) Primary Image should always be a direct view of product box. • (1-2) Alternate Views (AV) are additional views of the completed puzzle or pieces

of the game board, or images of the back of the box/container. Alternative Views are not mandatory for Trading Cards.

• Background: seamless white background (255/255/255 RGB) • Pixels: Min. 750x750; Max. 2000x2000; 300 dpi

Primary Image Examples: Alternative View Image Examples:

Example 1.0

Example 1.1 - Full image of what the final product image will look like:

Example 1.2


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4. Copy Guidelines – Board Games Well-written product descriptions and features create excitement about your product and provide the customer confidence in their purchase decision. The


both internal and external search results.

* YOU ARE RESPONSIBLE FOR ENSURING THE ACCURACY AND PROPER VALIDATION OF ANY PRODUCT OR PERFORMANCE CLAIM INCLUDED IN A









{Name of Game} + {: Franchise Edition} + {Travel} + {Game} –

{Language}

{discretionary values}


Number of Players

Or if not applicable, use

## Pieces




Detailed description that will be displayed on the item page with the following headlines (need to include the headlines):


Number of Players

Recommended Ages

{ # X{Battery Size} Batteries Required (Not Included)}

{Adult Assembly Required}

Warning: Choking Hazard – Small

Parts


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Examples:

Monopoly Game - English

Scrabble Junior Game - French Connect 4: Spongebob Squarepants

Edition Travel Game – Bilingual

Risk: Star Wars Edition Game - English

Trouble: Despicable Me Minion

Edition Game - Bilingual

Bingo Chips

Examples: 2-4 Players 7 or More Players 2-18 Players 2 Players 6 Pack 200 Bingo Chips

Example: Challenge a friend to disc-dropping fun

with the classic game of Connect 4! Drop your red or yellow discs in the grid and be

the first to get 4 in a row to win. If your opponent is getting too close to 4 in a row, block them with your own disc!

Example: For 2 Players. Ages 6 and Up. What’s Included in the Box

1 Grid

2 Legs

1 Slide Bar

21 Yellow Discs/21 Red Discs

Instructions 3 AA Batteries Required (Not Included) Adult assembly required. Warning: Choking Hazard – Small Parts


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5. Imagery Specifications





Primary Image Examples: Alternative View Image Examples:

Example 2.0

Example 2.1


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6. Copy Guidelines – Trading Cards Well-written product descriptions and features create excitement about your product and provide the customer confidence in their purchase decision. The


both internal and external search results.

* YOU ARE RESPONSIBLE FOR ENSURING THE ACCURACY AND PROPER VALIDATION OF ANY PRODUCT OR PERFORMANCE CLAIM INCLUDED IN A









Brand + {Year} + {Name/Type of

Cards} + {Trading Card Game/Sports Cards}, # Pack(s) - {Language}

{discretionary values}


Number of Packs, Number of

Cards per Pack




Complete description that will be displayed on the item page as a

bulleted list with items included in the box.

With the heading,

“What’s Included in the Box:”

Examples: Yu-Gi-Oh 2015 Dimensions of Chaos

Trading Card Game, 5 Packs – French

Upper Deck 2015-16 Hockey Series Sports Cards, 12 Packs - Bilingual

Pokémon 2016 Spring Tin Mewtwo-

EX Trading Card Game, 4 Packs - English

Examples: 5 Packs; 10 Cards per Pack 1 Pack; 41 Cards 10 Packs; 8 Cards per Pack, 1 Oversized Card

Example:

2015-16 Upper Deck Series 2 Hockey Mega Box is an exclusive collection with a O-Pee-

Chee Glossy 3-card rookie bonus pack inside. Collect more Young Guns rookie

cards and trade with your friends!

Examples:


50 Cards: 5 Packs with 10 Cards in each pack

3 Card Rookie Pack


41 Cards: 36 Common Cards, 2 Ultra Rare Cards, 3 Super Rare Cards

1 Token Card • 1 Beginners Guide


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7. Imagery Specifications





Primary Image Examples: Primary Image Examples:

Example 3.0

Example 3.1

Documents

Last updated: 10/6/2015 Walmart.ca Content Requirement ...i.walmartimages.ca/lib/public/Content_Guide_Toys_V1.pdf · Walmart.ca Content Requirement Guide – Toys ... understandable