Toys"R"Us Asia Leads Innovation in Toys, Play, and IP for Kids and Kidults through Exciting Partnerships

HONG KONG,Sept. 30, 2024/PRNewswire/ -- Toys"R"Us Asia is set to transform the retail landscape with innovative play and shop concepts that reimagines the way customers experience toys and play. Currently spearheading a transformation across the region, the company is forging exciting new partnerships and unveiling captivating store formats that create immersive, IP-driven environments. These experiences are designed to engage customers of all ages, from kids to kidults, in ways never seen before!

The newest highlight of Toys"R"Us Asia isChina'sPlayful"R"concept store at The Place,Shanghai, which introduces Toys"R"Us'first  IP Character Street. This innovative format unites beloved IPs across generations under one roof, creating a vibrant hub for fans of all ages. At its heart is thefirst-ever TOMICA Brand Store inChina, a unique shop-in-shop collaboration withTAKARA TOMYthat features immersive zones and exclusive offerings.The store also houses the world's largest TOMICA Wall, showcasing 2,396 TOMICA die-cast cars, including not only current models but also rare, discontinued editions.Shoppers will also discover adorable lifestyle products fromSanrio's popular characters, including Hello Kitty andMy Melody, adding delightful surprises that go beyond toy shopping. Additionally, the store offers anexciting ACG section, featuring a wide array of collectibles and products that celebrate iconic characters from these dynamic worlds.

InSingaporeandMalaysia, Toys"R"Us Asia is pushing boundaries with itsToy+Playconcept. Building on the success of its collaboration withKiztopiaat the Jewel Changi Airport store inSingapore, Toys"R"Us has expanded this partnership toMalaysia. The recently renovated flagship store at Mid Valley Megamall now also features the first-ever Kiztopia playground in the country. This Toy+Play concept seamlessly combines shopping and interactive play in one dynamic environment, providing families with new ways to engage with toys.

InHong Kong, Toys"R"Us strategically partners withK11 Groupto tap into the trendsetting power of new generations. Following  the success of thePlayful Livingconcept store at K11 Art Mall, the company recently launched thePlayful Piazzastore at K11 MUSEA. The new store curates collections that appeal to kids, families, kidults, and tourists. Meanwhile, inJapan, the Tsukuba store was fully remodelled as the latestnew concept store inEast Japan. It features an engaging environment with popular IP displays and a selection of toys and collectibles, offering a fresh shopping experience for all ages.

"As part of our transformation, we are committed to investing in concepts that elevate the customer experience. Our collaborations with iconic IPs like TOMICA and Sanrio, and partnerships with Kiztopia, demonstrate our ability to create immersive environments for diverse tastes. We aim to offer something special for every generation, including Gen Z and kidults, making play an integral part of their life!"saidLeo Tsoi, Chief Executive Officer of Toys"R"Us Asia.

Toys"R"Us Asia's transformation is ongoing! As the leader in toy and play with around 460 stores in the region, Toys"R"Us Asia invites global partners to explore fresh opportunities and tailored collaboration opportunities, ensuring that the future of retail is more exciting than ever.

About Toys"R"Us Asia (Holding) Limited

Toys"R"Us Asia's vision is to fuel imagination and inspire our next generation through the power of toys and play. The company's mission is to be the trusted toy leader, providing premier toys and inspiring play experiences for both kids and kidults.

Toys"R"Us Asia is headquartered inHong Kongand currently operating approximately 470 stores acrossAsia, including mainlandChina,Japan,Malaysia,Hong Kong(China),Singapore,Taiwan(China),ThailandandBrunei– and licenses more than 90 stores inthe Philippinesand Macau (China). The company also operates across leading Asian eCommerce platforms as well as its own online stores in each market.

Toys"R"Us Asia (Holding) Limited is an independent legal entity that operates separately from all other Toys"R"Us current or former operating companies around the world.

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SOURCE Toys"R"Us Asia