Toys 'R' Us Asia Unveils Innovative Store Concepts for Kids and Kidults

Revolutionary Store Concepts and Innovations

Toys 'R' Us Asia is redefining the retail landscape with its latest store concepts, designed to captivate both young enthusiasts and 'kidults'—adults still in touch with their inner child.

Tsukuba Store in Japan

The remodeled Tsukuba store embodies an immersive layout spotlighting various toys and collectibles, with a notable emphasis on IP-driven displays.

Shanghai's Playful 'R' Concept Store

• Character Street: A haven for IPs, transcending generations.
• TOMICA Brand Store: Home to the world's largest TOMICA Wall, featuring 2,396 die-cast cars.
• Sanrio Lifestyle Collection: Iconic characters like Hello Kitty come to life in this dedicated section.
• ACG Toys: A plethora of licensed properties for collectors.

Mid Valley Megamall, Kuala Lumpur: Kiztopia Playground

The Kiztopia playground, Malaysia's first, builds on the Toy+Play concept, fostering fun and creativity.

K11 Art Mall in Hong Kong: Playful Living Concept Store

Following the success at K11 Art Mall, the Playful Piazza store at K11 MUSEA caters to families and kids globally.

Crafting Customer Experiences

Immersive environments are central to Toys 'R' Us Asia's customer-centric strategy. By offering IP-driven experiences, these stores transcend traditional boundaries to appeal to diverse tastes.

Customer-Centric Focus

• Child Development: Toys are categorized by developmental benefits, not brands.
• Magic for Every Generation: From Gen Z to kidults, everyone finds something delightful.

Distinct Departments in New Stores

Cars & Vehicles

Sections dedicated to vehicles and playsets, including die-cast and R/C models, fuel kids' imagination.

Creative Corner

DIY activities encourage creative expression through sand, dough, and slime crafts.

Role Play & Dress Up

Imaginative play thrives with everyday dress-up and roleplay sets.

Infant & Preschool Development

Baby and toddler toys support cognitive, motor, and emotional development.

Sports & Outdoor

A diverse range of sports equipment, like bikes and water blasters, promotes active lifestyles.

Future Collaborations and Innovations

Toys 'R' Us Asia continues to invite global partners for collaborations, aiming to evolve traditional retail experiences and inspire self-expression across generations.