Alex Toys will host a grand opening celebration May 5-7 at its new store concept in the suburbs of Chicago. | Source: Alex Toys

A new phase of growth is underway for Alex Toys.

The emerging retailer that launched with three Alex Baby & Toy locations on the East Coast last year has officially opened its new store concept in the suburbs of Chicago. Alex Toys has a familiar name and ties to a deep lineage within the toy industry.

Created by the teams from Toys “R” Us Canada, FYE, and Everest Toys, Alex Toys takes its name from the classic toy brand that was acquired by Doug Putman a few years back. In addition to all of the aforementioned brands, Putman also owns Sunrise Records and HMV.

Alex Toys is located in the Woodfield Commons shopping plaza (1209 E. Golf Rd Unit 2) in Schaumburg, Illinois, and features an extensive range of toys for kids and collectors, including many brands not typically stocked in big-box stores.

A new Super7 display is making its debut at Alex Toys in Schaumburg, Illinois | Source: Super7

Related: State of the Industry Q&A 2023: Alex Baby & Toy

The store will host a grand opening celebration from May 5-7 featuring events for the family. On Saturday and Sunday, Alex Toys will host meet and greets featuring characters from Bluey, Peppa Pig, and CoComelon. Additional activities include face painting, balloon art, sweet treats, giveaways, toy demos, and more.

About the author

James Zahn

James Zahn

James Zahn, AKA The Rock Father, is Editor-in-Chief of The Toy Book, a Senior Editor at The Toy Insider and The Pop Insider, and Editor of The Toy Report, The Toy Book‘s weekly industry newsletter. As a pop culture and toy industry expert, Zahn has appeared as a panelist and guest at events including Comic-Con International: San Diego (SDCC) Wizard World Chicago, and the ASTRA Marketplace & Academy. Zahn has more than 30 years of experience in the entertainment, retail, and publishing industries, and is frequently called upon to offer expert commentary for publications such as Forbes, Marketwatch, the Wall Street Journal, the New York Times, USA Today, Reuters, the Washington Post, and more. James has appeared on History Channel’s Modern Marvels, was interviewed by Larry King and Anderson Cooper, and has been seen on Yahoo! Finance, CNN, CNBC, FOX Business, NBC, ABC, CBS, WGN, The CW, and more. Zahn joined the Adventure Media & Events family in 2016, initially serving as a member of the Parent Advisory Board after penning articles for the Netflix Stream Team, Fandango Family, PBS KIDS, Sprout Parents (now Universal Kids), PopSugar, and Chicago Parent. He eventually joined the company full time as a Senior Editor and moved up the ranks to Deputy Editor and Editor-in-Chief.

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