The age of “V-Commerce” is about to begin.

Walmart has teamed up with DreamWorks Animation in an experiential marketing initiative that weds branded merchandise with virtual reality to promote the new film How to Train Your Dragon: The Hidden World, set for theatrical release on Feb. 22.

Between Feb. 15th and April 9th, 16 Walmart locations around the U.S. will host, in their parking lots, a VR experience and immersive branded product gift shop themed around the movie. Participants will enter a space where they’re greeted by twins Ruffnut and Tuffnut – mischievous characters from the film. From there, folks go into a “dragon cave” where they put on VR headsets, sit in a specialized Positron motion virtual reality chair, and then embark on a simulated five-minute journey through the “Hidden World,” interacting with characters Astrid, Hiccup, Toothless, Hookfang and others as they travel.

“This remarkable activation gives everyone, ages 8 and up, the opportunity to interact with How to Train Your Dragon characters through immersive real-world sound, motion and sensory cues,” Walmart says in a statement. “Viewers are drawn fully into the experience physically and emotionally.”

Following the VR ride, participants head into a How to Train Your Dragon themed gift shop. There, they can purchase promotional products featuring characters from the flick. Items for sale include everything from plush toys and action figures to franchise DVDs and video games. Select merchandise from the collection will be available in 2,000 Walmart stores nationwide and online at walmart.com.

Credit where it’s due: Spatial&, a VR merchandising company launched by Walmart’s tech incubator Store N°8, collaborated with DreamWorks to create the How to Train Your Dragon: The Hidden World Virtual Tour experience.

“The How to Train Your Dragon: The Hidden World Virtual Tour is a great opportunity for our customers to engage with this fantastic franchise,” said Scott McCall, senior vice president for entertainment, toys and seasonal, Walmart U.S. “It’s also the most recent example of how Walmart continues to use emerging technologies, including virtual reality, to enhance the experiences of shoppers across the country.”

And, to get potential customers to not only visit Walmart, but also buy the movie-related merch. Few parents in America will be able to decline a request for a plushie or action figure after their child partakes in the experience. Smart from Walmart, smart from DreamWorks.

From a promotional products perspective, we highlight the initiative because it represents a brilliant example of how experiential marketing, emerging tech like VR, and traditional branded merchandise can be brought together to create something special that compels target audiences to engage – and, most likely, to spend some money.

Sure, the average promo distributor and client doesn’t have the budget of Walmart and DreamWorks, but it wouldn’t hurt to brainstorm ways you could fuse immersive experiences, merch and VR into an attractive marketing mash-up that helps customers win big. Who knows: Maybe that will help put you at the forefront of an all new age of “virtual commerce.”

Want to check out the virtual tour firsthand? Head to one of these Walmart locations:

• Burbank, California (1301 N Victory Place) - February 15-16

• Pico Rivera, California (8500 Washington Boulevard) - February 17-19

• Anaheim, California (440 Euclid Street) - February 22-23

• San Bernardino, California (4001 Hallmark Parkway) - February 24-26

• Las Vegas, Nevada (5200 S Fort Apache Road) - March 1-2

• North Las Vegas, Nevada (6464 N Decatur Boulevard) - March 3-5

• Glendale, Arizona (5010 N 95th Avenue) - March 8-9

• Gilbert, Arizona (2501 S Market Street) - March 10-12

• San Antonio, Texas (8923 W Military Drive) - March 15-16

• New Braunfels, Texas (1209 S Interstate 35) - March 17-19

• Grand Prairie, Texas (2225 I-20) - March 22-23

• Allen, Texas (730 W Exchange Parkway) - March 24-26

• Sugar Land, Texas (345 Highway 6) - March 29-30

• Katy, Texas (1313 N Fry Road) - March 31-April 2

• Rogers, Arkansas (4208 S Pleasant Crossing Boulevard) - April 5-6

• Bentonville, Arkansas (406 S Walton Boulevard) - April 7-9