Toys "R" Us reminds kidults that toys are not just for play anymore this Christmas

Children’s retailer Toys “R” Us Asia is collaborating with artist duo Craig & Karl on a new immersive in-store experience this holiday season along with exclusive merchandise.

From 14 November, Toys “R” Us stores will be adorned with bright and bold geometric art pieces to form a festive collage that merges toys, fashion and lifestyle. The campaign aims to put toys back in the hands of Gen Z individuals through a store experience that is reminiscent of a fashion magazine, according to a statement by the brand.

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"Toys aren't only for play anymore, especially among kidults,” said Leo Tsoi, CEO of Toys "R" Us Asia.

“Gen Z's interpretation of animations, comics, movies and gaming across Asia, blurs the line between, toys, fashion and lifestyle and Toys "R" Us is evolving to adapt to this trend while still keeping its core brand promise of fueling the imagination of kids," he added.

To amp up the festive cheer, the brand will also feature a life-sized advent calendar in stores that consumers can interact with to win prizes. Craig & Karl will also be releasing emojis, stickers, and social stories to name a few.

When asked why Toys "R" Us chose to collaborate with Craig & Karl, the brand said that they did so for their ability to integrate playfulness and a sense of sophistication into the campaign, according to a spokesperson from Toys "R" Us when MARKETING-INTERACTIVE reached out.

“They are popular and unique among young customers and have many successful collaborations around in Asia,” the spokesperson continued.

The Christmas campaign will span across Hong Kong, Malaysia, Singapore, Taiwan, Thailand, The Philippines, Japan and Mainland China.

The campaign comes after Tsoi was appointed as the chief executive officer of Toys "R" Us as well as a board member in April this year.

Tsoi brings to the role more than 27 years of consumer retail experience and business leadership in large multi-national brands across Asia. Most recently, Tsoi served as chief executive officer of Starbucks China where he also served as a member of the Starbucks global executive leadership team.

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