TRU, Claire's Team to Target Tweens

Toys 'R' Us and jewelry retailer Claire's are teaming up in a global partnership to launch Claire's in-store shops in TRU locations around the world.

Following a pilot program in Europe, Claire's-branded shops will expand to nearly 100 Toys 'R' Us locations across the continent including stores in the U.K., France, Germany, Austria and Spain, as well as at 12 Toys 'R' Us stores in the U.S., by the end of 2014.

"Claire's has long been a destination for young fashion-forward shoppers looking to find the most trend-right accessories, and we're delighted to bring their expertise to our tween business," says Antonio Urcelay, chairman of the board and chief executive officer, TRU. "We continue to explore new concepts that bring fresh merchandising content and offerings to our Toys 'R' Us customers around the world."

Shoppers will be able to choose from thousands of products found in Claire's standalone stores including jewelry, headbands, hair and fashion accessories, jewelry holders, legwear, seasonal items and more.

Two Claire's locations in the U.S. will officially debut this week in the company's flagship Toys 'R' Us Times Square and FAO Schwarz stores in New York City. The additional 10 locations in the U.S. are expected to be open by the end of October.

"We are excited to expand our Claire's global footprint to Toys 'R' Us locations across the globe and expose new customers to our fashionable brand," says Beatrice Lafon, chief executive officer, Claire's. "The Claire's shops in Toys 'R' Us stores will offer consumers a constantly refreshed assortment of the hottest trending jewelry and accessories for which Claire's is known."