In a move to make its stores more engaging for customers of all ages, Toys “R” Us Asia has cut the ribbon on four new IP-driven concept stores across the region.
The newest location—China’s Playful “R” store at Shanghai’s The Place (pictured)—features Character Street, a new format that’s a hub for multi-generational toy fans. At the center of it all is China’s first-ever Tomica-branded store, an in-shop collaboration with Takara TOMY housing exclusive products and immersive zones such as the Tomica Wall, which Toys “R” Us Asia claims is the largest Tomica toy display in the world, showcasing nearly 2,400 current and rare Tomica die-cast cars. Character Street also features Hello Kitty and My Melody lifestyle zones from brand owner Sanrio, and an Anything Collectible Goes section.
In Malaysia, TRU Asia renovated its flagship store at the Mid Valley Megamall, transforming it into a Toy+Play concept store featuring the country’s first-ever Kiztopia playground. This location follows on the heels of the retailer’s first Kiztopia collaboration at the Jewel Changi Airport store in Singapore.
Elsewhere, TRU Asia partnered with K11 Group on a new Playful Piazza store at the K11 Musea shopping mall in Hong Kong, while its Tsukuba store in East Japan was recently remodeled with an emphasis on IP displays and collectibles.
Considering its future plans, the regional division is looking to do more customized in-store experiences with brand partners, according to a release.
Headquartered in Hong Kong, TRU Asia currently operates roughly 470 stores across mainland China, Japan, Malaysia, Hong Kong, Singapore, Taiwan, Thailand and Brunei, and it owns licenses for more than 90 stores in the Philippines and Macau.