Spearheading innovation across the industry and forging new partnerships, Toys ”R” Us Asia has made strides in engaging store design. The retailer has launched IP-driven experiences through immersive store environments across the region.

The Playful “R” concept store (pictured above) in Shanghai’s The Place features the first Toys “R” Us IP “Character Street.” This format is designed as a veritable mecca for IPs and spanning generations for fans of all ages. At the heart of the store is China’s first-ever TOMICA Brand Store, bursting with innovative merchandising, such as the world’s largest TOMICA Wall. The collection features 2,396 TOMICA die-cast cars, showcasing current products alongside rare and discontinued models. Additionally, visitors will find a dedicated lifestyle collection from Sanrio featuring iconic characters such as Hello Kitty and her friends. This store also includes a large section dedicated to ACG Toys and its extensive range of licensed properties.

At Mid Valley Megamall in Kuala Lumpur, Kiztopia’s newly renovated flagship location is home to Malaysia’s first-ever Kiztopia playground. This expansion was inspired by the success of the Kiztopia collaboration in Singapore’s Jewel Changi Airport store. Each is inspired by the Toy+Play concept that Toys “R” Us Asia is building upon.

In Hong Kong, Toys ”R” Us Asia partner K11 Group saw success with its Playful Living concept store at K11 Art Mall earlier this year. Now, the team-up of Toy and Entertainment titans is introducing the Playful Piazza store at K11 MUSEA. The store targets kids, families, and visitors from around the world.

Last but certainly not least, the freshly remodeled Tsukuba store is the latest concept store in Toys ”R” Us Asia’s Japan sector. The marketplace boasts an immersive layout for a selection of toys and collectibles for all ages, accented by IP-focused displays.

Toys ”R” Us Asia has pledged to continue its transformation and invites global partners to join its efforts in future collaborations and retail experiences.