Both companies want to create an immersive experience for kids and families. The first such installations will launch in Chicago’s Brookfield Properties and Edens’ Lenox Marketplace in Atlanta.
This will happen in late October 2019. The interactive playrooms and installations will feature Geoffrey the Giraffe and toys from Melissa & Doug, Spin Master and Schleich.
These Toys R Us Adventure playrooms will be a limited run initially. Next year they will start making their way to other major cities in the US, too.
“The Toys “R” Us brand was built upon celebrating the joys of childhood and we are thrilled to partner with the creatives behind Candytopia to introduce an exciting new way to play for guests of all ages. As we focus on bringing a reimagined Toys “R” Us to the US, we believe this live experience — coupled with our new experiential retail stores — will attract families from around the world and create a unique opportunity to rediscover the magic of this beloved family brand,” said Richard Barry, CEO of Tru Kids in a release.
The new experience is part of the strategy of Tru Kids to focus the returning Toys R Us stores not only on selling toys, but creating new experiences and engagements in the stores. It wants to make the stores places to visit and have fun, not only to look for toys and buy them.