Schleich Plots U.S. Expansion with Pop-Ups at Toys ‘R’ Us, FAO Schwarz

German toymaker Schleich has announced new experiential installations at Tru Kids’ Toys ‘R’ Us stores and the FAO Schwarz flagship store.

The Toys ‘R’ Us Adventure pop-ups will launch in Chicago and Atlanta, and both locations will include experiential opportunities for children including a Schleich jungle, where kids can take a ride in the Jungle Explorer vehicle.

At FAO Schwarz's flagship store in New York City, guests can explore Schleich products and interact with a mixed-reality digital rock wall that brings Schleich's Eldrador Creatures to life.

"As the parents of any Schleich-loving child can tell you, the real gift of our highly-realistic toy figurines and playsets is how they cause children to become lost in the expansiveness of imaginative play," says Annie Laurie Zomermaand, chief commercial officer, Schleich. "These new experiential retail initiatives and our new e-commerce platform help mimic that sense of wonder and magic in the retail environment, and bring the Schleich brand to life for customers."

Tru Kids recently resurrected the Toys ‘R’ Us brand with plans to bring small format stores under the moniker to life this holiday season.