Toys “R” Us Asia just opened the doors to a new store concept that seeks to improve the shopping experience while focusing on child development.
On Aug, 18, the retailer debuted its new store concept in Tseung Kwan O’s MCP Central in Hong Kong. The store is packed with vibrant signage and displays that are geared toward helping kids and gift-givers find exactly what they want. One new angle is putting emphasis on toy categories versus brands.
“Toys ‘R’ Us has always been focused on meeting the unique needs of both the children who love our toys and their parents who shop for them,” says Toys “R” Us Hong Kong General Manager Pamela Wong. “Toys provide entertainment, but they also play a crucial role in childhood development, helping children develop their cognitive, motor, psychosocial, emotional, and linguistic skills while fueling their imagination. We have listened to our customers to create this new store concept where parents can clearly understand which toys are most suitable for their kids, while their children continue to enjoy magical moments inside our stores and walk away with the perfect toy for them.”
The new store in Tseung Kwan O features new departments such as Cars & Vehicles (all vehicles and playsets, including die-cast, R/C, and more); Creative Corner (DIY, sand, dough, slime, etc.); Role Play & Dress Up (everyday dress up items and roleplay sets); Infant & Preschool Development (baby and toddler toys with a developmental focus); and Sports & Outdoor (including bikes, foam dart blasters, water blasters, sports balls, etc.).
Over the past few years, Toys “R” Us Asia has continued to grow alongside the toy market in the Far East.
In the U.S., Toys “R” Us store-within-a-store concepts are currently opening in every Macy’s store with the full rollout expected to be completed by Oct. 15.
