aNb Media News, June 25, 2018

Party City to Launch ‘Toy City’ Pop-Ups Stores in Wake of Toys ‘R’ Us Fall

Party City announced its plans to expand its temporary store offerings through the expected piloting of approximately 50 new ‘Toy City’ pop-up stores.

Party City will launch the temporary Toy City sites alongside its Halloween City pop-up stores in a variety of locations across the country. The 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,” says 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 seeks to leverage the strength of these stores to create a concurrent seasonal and toy destination, with an integrated shopping and checkout experience. The Toy City pop-ups are scheduled to open in early September 2018 in conjunction with the company’s Halloween City openings and operate through the holiday season.

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, while further supporting the overall Party City experience online.

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