Tru Kids Brands and Candytopia have joined forces to create a new, innovative play experience: the Toys “R” Us Adventure. The immersive experience will celebrate the whimsical, silly, and fun nature of toys and play, and will open this holiday season in Chicago at Brookfield Properties and Atlanta at EDENS’ Lenox Marketplace in late October.
The Toys “R” Us Adventure will feature full-sensory, brand and play experiences with interactive playrooms and installations featuring the Toys “R” Us mascot Geoffrey the Giraffe and toy vendors, such as Melissa & Doug, Spin Master’s PAW Patrol brand, Schleich, and more. Consumers will have the chance to interact and take pictures with classic and new toys and all things play.
“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,” says Richard Barry, CEO of Tru Kids. “As we focus on bringing a reimagined Toys “R” Us to the U.S., 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.”
These limited-run engagements will remain in Chicago and Atlanta through this holiday season before moving to other major U.S. cities next year.
Tru Kids brands also recently named toy industry veteran Jamie Uitdenhowen as president of Toy Retail Showrooms, the new joint venture that operates and manages Toys “R” Us stores in the U.S. In addition to the Candytopia partnerships, two new Toys “R” Us stores will open this holiday season in Houston, Texas, and Paramus, New Jersey. Brand partners for the new stores, which will feature multiple interactive experiences, have yet to be announced.