Tru Kids, the parent brand of Toys ‘R’ Us, has partnered with experiential entertainment company Candytopia to create a new retail experience called The Toys ‘R’ Us Adventure.
An immersive shopping experience, the event includes exclusive brand and play experiences for both kids and adults. It will feature interactive playrooms with installations featuring Toys ‘R’ Us mascot Geoffrey the Giraffe. The experience will also include partners such as toy vendor Melissa and Doug, Spin Master's “PAW Patrol” brand and imaginative play company Schleich.
"The Toys ’R’ Us brand was built upon celebrating the joys of childhood .and we are thrilled to partner with the creatives behind Candytopia to introduce an exciting new way to play for guests of all ages,” says Richard Barry, chief executive officer, Tru Kids. "As we focus on bringing a reimagined Toys ’R’ Us to the U.S., we believe this live experience coupled with our new experiential retail stores will attract families from around the world and create a unique opportunity to rediscover the magic of this beloved family brand.”
The new experience will open this holiday season in Chicago, Ill. at Brookfield Properties, 830 N Michigan Avenue and Atlanta, Ga. at EDENS' Lenox Marketplace in late October. Limited-run engagements will remain in Chicago and Atlanta through the 2019 holiday season, before moving to other major U.S. cities in 2020.
“At Candytopia, we have made it our mission to spread joy and fun as a multi-sensory destination for all," said John Goodman, chief executive officer, Candytopia. “We are honored to be powering a new one-of-a-kind experience with Toys ‘R’ Us allowing us to dream big, play big, and create new and lasting memories for guests."
The Tru Kids brand resurrected Toys ‘R’ Us stores in the U.S. after it was announced that the company would be closing its doors earlier this year.