Leading the industry in innovation and forging new partnerships, Toys R Us Asia has made great strides in engaging store design. The retailer launched IP-driven experiences through immersive store environments across the region.
As part of our transformation, we are committed to investing in concepts that enhance customer experience. Our collaborations with iconic IPs such as TOMICA and Sanrio, as well as with Kiztopia, demonstrate our ability to create immersive environments for different tastes. Our goal is to provide something special for every generation, including Gen Z and children, to make play an integral part of their lives.
The playful “R” concept store (pictured above) at Shanghai World Trade Center showcases the first Toys “R” Us IP “Character Street”. The format is designed to be a veritable IP mecca, spanning generations and suitable for fans of all ages. The centerpiece of the store is China’s first TOMICA brand store, filled with innovative merchandise such as the world’s largest TOMICA wall. The collection contains 2,396 TOMICA die-cast cars, showcasing current products as well as rare and discontinued models. Additionally, visitors will discover Sanrio’s dedicated lifestyle collection featuring iconic characters such as Hello Kitty and her friends. The store also features a large area dedicated to ACG Toys and its extensive range of licensed products.
Kiztopia’s newly renovated flagship store in Mid Valley Megamall, Kuala Lumpur is home to Malaysia’s first Kiztopia playground. The expansion is inspired by Kiztopia’s successful collaboration at the Jewel Changi Airport store in Singapore. Each product is inspired by the “Toys + Games” concept of Toys “R” Us Asia.
In Hong Kong, the Playful Living concept store opened by Toys R Us Asia partner K11 Group in the K11 Art Mall earlier this year was a success. Now, the team from the toy and entertainment giant is launching the Playful Piazza store at K11 MUSEA. The store targets children, families and tourists from all over the world.
Last but not least, the newly remodeled Tsukuba store is the newest concept store in Toys R Us Japan in Asia. The market has an immersive layout, sells curated toys and collectibles for all ages, and features IP-focused displays.
Toys “R” Us Asia is committed to continuing its transformation and inviting global partners to work together on future collaborations and retail experiences.
