Toy City Pop-Ups Coming in the Wake of Toys "R" Us' Demise

Jamie Grill-Goodman
Editor in Chief
Jamie goodman

Party City Holdco Inc., parent company of Party City and Halloween City retail stores, will pilot approximately 50 new "Toy City’" pop-up stores. This news comes as the remaining Toys "R" Us toy stores are set to close their doors this Friday.

Party City will launch the temporary Toy City sites alongside its Halloween City pop-up stores in a variety of locations across the country. Sites were selected based on optimal location and attractive leasing opportunities.

“Party City is the unmatched leader when it comes to relevant product offerings for everyday occasions and seasonal celebrations, and we’re always looking for opportunities to enhance these assortments for our customers," said CEO James M. Harrison. "The creation of a Toy City concept to complement our temporary seasonal retail strategy is a logical extension of our brand; one that will allow us to leverage our existing pop-up store capabilities and capitalize on the category whitespace that has recently been created.”

By co-locating the Toy City pop-ups alongside Halloween City locations, the company plans to leverage the strength of these stores to create a concurrent seasonal and toy destination, with an integrated and seamless shopping and checkout experience. The Toy City pop-ups will open in early September 2018 in conjunction with the Company’s Halloween City openings and operate through the holiday season, servicing customers’ end-to-end needs.

Party City will also test an expansion of its online assortment of toy offerings, providing customers with a broader range of toy products to choose from.

“As the leading omnichannel retailer in the category, there are many benefits to this pop-up store expansion strategy," said Harrison. "We’re excited to increase our toy assortments while still remaining focused on our core seasonal offerings.”

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