New experiential installations are expected to arrive in Chicago, Atlanta and New York later this year.

License Global

October 18, 2019

1 Min Read

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.

About the Author(s)

License Global

License Global is the leading news source for the brand licensing industry, delivering award-winning editorial content including news, trends, analysis, and special reports about the global consumer product and retail marketplace.

Through its print edition, website, daily e-newsletter and event publications, License Global reaches more than 150,000 executives and professionals in all major markets. The magazine also serves as the official publication for the sector’s trade events, which include Licensing Expo, Brand Licensing Europe, Licensing Expo Japan, Licensing Expo Shanghai and the Licensing Leadership Summit.

Subscribe for updates directly into your inbox.

 

 

 

Subscribe and receive the latest news from the industry Article
Join 62,000+ members. Yes, it's completely free.

You May Also Like