To commemorate its 40th anniversary in Hong Kong, Toys R Us Asia has unveiled a transformed version of its flagship store in the Ocean Terminal, Tsim Sha Tsui. The store originally opened in 1986 and has been revamped to feature nine new in-store themed concepts and interactive zones.
The remodelled flagship store now showcases dedicated branded areas for popular franchises such as Pokémon, Tomica, Bandai, Lego, Nintendo, Sanrio, Sylvanian Families, Transformers, and VTech. This development includes the introduction of several concepts to the Hong Kong market for the first time. These new features include an integrated Pokémon Play Lab and a Tomica Brand Store, which boasts a collection of over 2,000 die-cast models.
The CEO of Toys R Us Asia, Leo Tsoi, shared his insights on the upgrade. He said, “Toys R Us is in tune with the increased demand for pop culture and emotionally resonant items from children, Gen Z, and ‘Kidults’. We are committed to introducing animation IPs, collaborative merchandise, and proprietary products. Our aim is to craft more meaningful play and collectible experiences tailored for consumers in Hong Kong and across Asia.”
As well as the branded areas, the flagship store also features a Nintendo gaming trial zone, a Sanrio-themed retail space, and a play area for VTech and LeapFrog designed for parent-child interaction. The store creatively incorporates themed zones that reflect local culture and current trends.
With more than 450 stores across 10 markets, Toys R Us Asia’s focus is on integrating retail with interactive and experiential elements. The revamped Hong Kong flagship store exemplifies this approach. It also exemplifies Toys R Us Asia’s strategic move to expand its appeal beyond children, reaching out to adult collectors and a broader segment of consumers.
What significant changes have been made to the flagship Toys R Us store in Hong Kong?
The store has been upgraded to include nine new in-store themed concepts and interactive zones. It also features an integrated Pokémon Play Lab and a Tomica Brand Store, which are first-time additions to the Hong Kong market.
What is the strategic focus of Toys R Us Asia?
Toys R Us Asia is focused on integrating retail with interactive and experiential elements. They also aim to broaden their appeal beyond children to include adult collectors and a wider consumer market.
Who are the target consumers for the revamped Toys R Us store?
The revamped store targets not only children but also Gen Z and ‘Kidults’ – adults who have an affinity for items traditionally aimed at children. The store also seeks to provide experiences tailored to the specific needs of consumers in Hong Kong and across Asia.
