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

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.
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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.”

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