Tru Kids Brands is launching a new, full-sensory, brand and play experience to put the bang back into toy retail via a new partnership with Candytopia. Together, the pair launch the Toys R Us Adventure, an immersive experience for kids and families.
The concept will launch in Chicago, at Brookfield Properties and Atlanta at Edens’ Lenox Marketplace in late October and will feature interactive playrooms and installations starring Geoffrey the Giraffe, alongside toy companies such as Melissa & Doug, Spin Master, and Schleich.
“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,” said Richard Barry, CEO of Tru Kids. “As we focus on bringing a reimagined Toys “R” Us to the US, 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 US cities next year.