There are three and a half months ’til Christmas and Toys ‘R’ Us is hoping to get consumers thinking about their shopping lists early as the retailer plans to open around 350 Holiday Express toy locations across the US.
More than 80 pop-up stores will appear in malls and other shopping centers come early October, with more than 260 also finding homes in Babies ‘R’ Us stores, lasting until mid-January.
The stores are about 4,000 square feet and will be found in major markets, and will house a selection of playthings, from dolls, action figures and educational toys at a variety of price points. They’ll provide about 2,500 square feet of toys, almost triple the space generally allotted to toys in BRU shops, also including an array of infant and preschool toys, as well as for older kids.
TRU will support its Holiday Express launches with print and online advertising, as well as in shopping center marketing vehicles. Store hours and locations of the pop-up stores will be available at Toysrus.com.