A new website from Wal-Mart that markets toys to kids is drawing both praise for its innovation and criticism for its commercial tactics.

On the company's Toyland website, animated elves deliver a kid-centred marketing pitch on about 99 different toys. If the child likes a toy, it is placed in a rocket ship but if a child dislikes a toy, it's relegated to dump truck.

At the end of the session, the company offers to send an email to the child's parents with the wish list attached.

Some families under the holiday shopping crunch welcome the convenience of the site while critics say it instils an unnecessary urge to shop at an early age. 

Parent Arlene Cook said the website is handy but said she'll still shop around for the best price.

"I think it can be a great tool for parents who are time-starved," Cook said.

Other retailers, including Mattel and Disney have begun marketing directly to children.

But, a parent advocacy group in the United States says the Wal-Mart website in particular teaches children to "ruthlessly" nag their parents. The Campaign for a Commercial-Free Childhood has started a letter-writing campaign urging parents to voice their displeasure with the Toyland website.

"Families have a hard enough time navigating holiday commercialism without the world's largest retailer bypassing parents entirely and urging children to nag. Please tell Wal-Mart to close the doors to Toyland," a statement on their website reads.

Karen Duncan, head of family and social sciences at the University of Manitoba, said the site does push children psychologically.

"I think there's pressure on children to put things on the list, to want things, to think that they need them, to request them," Duncan said. "I don't know if that makes things easier for parents."

Wal-Mart Canada defends the site, which is operated by its American parent company, saying it offers a new take on the tradition of writing out Christmas wish lists.

Stan Sutter, associate publisher for Marketing Magazine, agreed, saying the idea of list-making and holiday commercialism is an age-old custom.

"The idea of getting kids whipped up about product at Christmastime is not something Wal-Mart invented two weeks ago," he said.