The holiday season hasn’t started yet, but Santa is already delivering a huge gift for kids young and old. Toys “R” Us Adventure, an interactive pop-up experience, will open in two locations in mid-October and run through the holidays.
Tru Kids, the parent company of Toys “R” Us and Candytopia announced on Thursday that both brands will collaborate on immersive — and totally Instagrammable — events in Chicago and Atlanta. The experiences promise to “transport guests to a toy-filled playland” featuring products from beloved kids’ brands such as Melissa & Doug, Schleich, and Paw Patrol, according to a press release. Throughout the pop-up space, kids and adults can play with toys and interact with larger-than-life installations (so be prepared to pose with your kids’ favorite crime-fighting dog crew). And, yes, patrons can also expect to see Toys “R” Us’s renowned mascot, Geoffrey the Giraffe.
Additionally, the pop-ups will rely on Candytopia’s sweet expertise in all things sugary and fun.
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🚀 Zoom into a thrill-filled, can’t-believe-your-eyes experience! 🤪 🤩 🤗 It’s The Toys“R”Us Adventure, an interactive wonderland of fun that celebrates the very best of toys and play brought to you by @toysrus & @thecandytopia. Get ready to jump, dance and zip right on through to the center of the toy universe! #ToysrusAdventure #linkinbio
“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,” Richard Barry, CEO of Tru Kids, said in a press release. “As we focus on bringing a reimagined Toys “R” Us to the United States, we believe this 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.”
Barry teased more details about the pop-ups in an interview with Forbes, saying that the Chicago experience will feature an 8,500-square-foot ball pit (the entire experience in this location spans 36,000 square feet). He also noted that the Schleich playroom will make visitors “feel like you’re in a real jungle.”
The pop-ups are the latest move from Tru Kids to revitalize the Toys “R” Us brand after the company filed for bankruptcy in 2018. (Tru Kids acquired Toys “R” Us after the bankruptcy filing to relaunch the brand, its online presence, and select storefronts earlier this year.) The upcoming Toys “R” Us Adventure is the Tru Kids’ second foray with the brand into the interactive space. In July, the parent company announced that Toys “R” Us and b8ta, a company that specializes in creating “spaces where shoppers [can] try the latest products out-of-the-box,” would partner to develop storefronts in Houston, Texas, and Paramus, New Jersey later this year.
Though all of these storefronts will sell toys and other merchandise, their primary focus will be on the immersive experiences and games.
Find out more information about the pop-ups, such as ticketing information, on Toys “R” Us Adventure’s website.