US: Party City looks to swoop in on Toys R Us gap with pop-up Toy City stores

US toy retailer Party City is looking to get a boost from the collapse of Toys R Us as it details new expansion plans.

The company has said it is it expand on its plans to build stores in temporary locations over the upcoming Christmas period, to also include 50 Toy City locations.

Party City plans to roll out the pop-up stores from September alongside its Halloween City temporary shops, continuing through the holiday season.

The new Toy City concept will allow Party City to “capitalize on the category whitespace that has recently been created,” said Party City CEO James Harrison.

Party City typically opens between 250 and 300 Halloween City pop-up shops every autumn. It is the latest retail chain to swoop in on the toy market in the wake of the closure of Toys R Us.

Walmart, Amazon and Target are each also going after the market, alongside non-traditional toy sellers like JC Penney. Party City is testing the toy waters with temporary stores that offer “attractive leasing opportunities.”

About Robert Hutchins

Robert Hutchins is the editor of Licensing.biz and ToyNews. Hutchins has worked his way up from Staff Writer to the position of Editor across the two titles, having spent almost eight years with both ToyNews and Licensing.biz, and what now seems like a lifetime surrounded by toys. You can contact him by emailing robert.hutchins@biz-media.co.uk or calling him on 0203 143 8780 You can even follow him on Twitter @RobGHutchins if ranting is your thing...

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