Toys R Us is back--as an Instgram popup 'adventure'
, “over eight mind-blowing rooms and celebrate play with brands you know and love.
The play spaces will be “a mixture of play experiences and brand experiences,” said Tru Kids CEO Richard Barry, in a phone interview. “We’re going to have an environment where kids will really be able to experience being in a full Paw Patrol world,” he said. In the Schleich room, visitors will be able to interact with giant Schleich figures, in an environment “where you’ll feel like you’re in a real jungle,” Barry said.Unfortunately, as the parent of a small child, this sounds like a great place for your beloved wee goblin to catch a loathsome stomach virus that requires you to miss three days of work. But then, that’s literally everything for kids.
James Zahn, senior editor of The Toy Insider, The Toy Book, and other toy trade publications, said he believes parents will pay to bring their children to the Toys R Us Adventure. Experiences and toy events have become so prevalent that Zahn devoted a special feature on them in the next issue of The Toy Book. “There’s Nickelodeon’s Slime City, there’s a Dr. Seuss experience” and in Pennsylvania there is the Crayola experience, he said. “My kids love going on experiences,” he said.
This is the second initiative by Tru Kids; “In July it announced a joint venture with retail tech firm b8ta to open two interactive and immersive Toys R Us stores in malls in Paramus, N.J., and Houston,” Forbes
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