Tru Kids Brands, parent company of Toys “R” Us, is partnering with candy-themed experiential adventure company Candytopia on a new immersive pop-up that was made for Instagram.
Toys “R” Us Adventure will launch in Atlanta’s Eden’s Lenox Marketplace in late October and in Chicago’s Brookfield Properties this holiday season. The limited-run engagements are billed as a toy-filled playland with sensory brand and play experiences, including photo opportunities with new and classic toys.
Both Toys “R” Us Adventures will remain through the 2019 holiday season before moving to other major US cities in 2020. Toys “R” Us mascot Geoffrey the Giraffe, toycos like Melissa & Doug and Schleich, and brands like PAW Patrol will also be featured in the interactive play rooms and installations.
The Toys “R” Us Adventure experience capitalizes on the ongoing live and location-based brand extensions trend, with toycos big and small launching experiential family entertainment strategies to create memorable and shareable moments. Tru Kids’ newest retail effort aligns with other recently announced plans to revive the brand, including the announcement in July that two smaller-footprint stores (pictured) are set to launch later this year in New Jersey and Texas in a partnership with experiential retailer b8ta that will feature open play areas, branded shops and daily events.
This is the latest development for the retailer, which has included the retailer filing for bankruptcy protection in 2017 and shuttering its US operations in 2018—which, according to CNN Business, was the result of focusing resources on paying off massive debt rather than staying competitive and investing in its stores. While the stores closed, the brand got a revival earlier this year when former Toys “R” Us employees banded together to relaunch the company under the new name Tru Kids Brands.