Dive Brief:
- Walmart is partnering with TalkShopLive and WeTheHobby, a sports card and collectibles hub, to host a weekly live shopping series titled “Collector’s Night,” the companies announced Wednesday. The first episode aired on Thursday.
- The series will feature both shopping opportunities and entertainment for collectors, including live “box breaks,” exclusive product releases and giveaways, per the release.
- Walmart previously teamed up with WeTheHobby at The National Sports Collectors Convention. With the new series, Walmart aims to deepen its ties to collectibles and bring the community element of the category online.
Dive Insight:
Walmart’s collaboration with TalkShopLive and WeTheHobby marks its continued focus on collectible goods. About a year ago, Walmart began offering collectibles through its online marketplace, allowing merchants to sell dolls, sports memorabilia, comic books and other coveted collectibles on the platform.
“Collectibles represent a critical and exciting area of investment and growth for Walmart," Mayank Hajela, general manager of collectibles at Walmart U.S., said in a statement. “With demand continuing to surge, we're committed to building experiences that not only serve collectors but redefine what they expect from us. ‘Collector’s Night’ is a powerful step forward in making Walmart a true destination for this growing category.”
Meanwhile, other brands and retailers are diving into the collectibles market. In 2023, Mattel partnered with Rarible, the digital collectibles company, to create its peer-to-peer marketplace, where shoppers can buy, sell and trade their virtual collectibles. Earlier this year, TikTok Shop introduced 10 new collectibles categories, with a requirement for sellers to verify the authenticity of their merchandise.
Walmart’s new event series expands its presence in collectibles but also deepens its live shopping ties, specifically with TalkShopLive. In 2022, TalkShopLive launched eight livestream shopping experiences with Walmart. As livestream shopping has gained steam, TalkShopLive has also improved its own offerings. In 2023, the live shopping company unveiled its first broadcast-quality mobile app, which allows iOS users to have up to four participants in live shows, pin products, sell products and communicate with viewers.
