Macaron marketing: New Shopkins line inspires pop-up café

The Shopkins Macaron Café pop-up experience will launch in New York next month as part of Moose Toys' upcoming World Vacation line.
May 31, 2017

Moose Toys is feeding Shopkins momentum in a very literal way. The Australian toyco is celebrating the launch of World Vacation–the eighth iteration of its hit Shopkins collectible line–with the Shopkins Macaron Café pop-up experience.

The café will open its doors in New York from June 17 to 19 in the Tribeca neighborhood. The World Vacation line will also hit US retail next month, with its first wave of characters inspired by countries including France, Italy, Germany and the UK.

The Shopkins Macaron Café is modeled after one of the playsets in the World Vacation line, the Oh La La Macaron Café. The pop-up will feature treats like macarons and Shopkins-themed manicures in the spirit of the newest Shoppies doll, Macy Macaroon. Fans can reserve their spot to visit the free, limited-time experience by visiting beginning June 1.

The marketing initiative launches as the Australian toyco continues to expand the Shopkins brand into new categories and territories. Since its launch in 2014, Shopkins has grown to include more than 140 collectible toy characters, a line of Shoppies dolls, a direct-to-video movie and an animated web series. Earlier this year, Moose Toys partnered with theatrical producer Koba Entertainment to launch the first Shopkins Live! production, which will kick off in the US this fall.

The toyco also recently paired up with KIDdesigns and their eKids brand to launch a line of interactive youth electronics products, including volume-limited headphones and a karaoke machine.

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