Tru Kids Brands, parent of the Toys“R”Us brand, and Candytopia, the candy-coated experiential adventure that has drawn crowds nationwide, announced today they have joined forces to create an all-new innovative play experience called The Toys“R”Us Adventure.
The Toys“R”Us Adventure will launch with two locations, in Chicago on Michigan Avenue and in Atlanta at Lenox Marketplace. The locations will be a toy-filled playland with one-of-a-kind full sensory brand and play experiences. These experiences will feature over a dozen interactive play rooms and installations featuring the beloved ToysRUs mascot Geoffrey the Giraffe and popular toy vendors like Melissa & Doug, Spin Master’s popular PAW Patrol brand, Schleich, and many more.
“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,” said Richard Barry, CEO of Tru Kids. “As we focus on bringing a reimagined Toys“R”Us to the United States, we believe this live 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.”
“At Candytopia, we have made it our mission to spread joy and fun as a multi-sensory destination for all,” said John Goodman, CEO of Candytopia. “We are honored to be powering a new one of a kind experience with Toys“R”Us allowing us to dream big, play big, and create new and lasting memories for guests.”
These limited-run engagements will remain in Chicago and Atlanta through the 2019 holiday season, before moving to other major U.S. cities in 2020.