Could Party City Fill the TRU Void?

Party City Holdco, a North American party goods company, has announced a strategic decision to expand its temporary store offerings with the piloting of nearly 50 Toy City pop-up stores.

License Global

February 14, 2019

Party City Holdco, a North American party goods company, has announced a strategic decision to expand its temporary store offerings with the piloting of nearly 50 Toy City pop-up stores.

Party City will launch the interim Toy City shops beside its Halloween City pop-up stores at several locations across the country. Retail areas are subject to site and leasing opportunity.

“Party City is the unmatched leader when it comes to relevant product offerings for everyday occasions and seasonal celebrations, and we’re always looking for opportunities to enhance these assortments for our customers,” says James M. Harrison, chief executive officer, Party City. “The creation of a Toy City concept to complement our temporary seasonal retail strategy is a logical extension of our brand; one that will allow us to leverage our existing pop-up store capabilities and capitalize on the category whitespace that has recently been created.”

By co-locating the spaces, Party City hopes to weigh the influence of

each brand to offer customers a seasonal and toy destination with a seamless shopping and checkout experience.

The Toy City pop-up shops are set to open in early Sep. and operate through the holiday season.

In addition to its physical experiment, Party City will also test an expanded toy offering online.