Party City Connects With Shoppers By Developing Pop-Up Toy Stores
The party supply chain has announced a plan to open 50 of the stores next to its Halloween pop-ups in September, using the opportunity to pique interest in its toy selection as well as fill a white space left after the demise of Toys"R"Us
The party supply chain Party City is opening a string of pop-up toy stores in September that will last through the holiday season, a move that follows the closure of Toys “R” Us. The 50 Toy Citys will be placed beside the company’s seasonal Halloween City pop-ups.
“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,” stated James M. Harrison, CEO of Party City.
This way, Part City is capitalizing on the seasonal nature of its products, placing both concepts next to each other to help it become a “concurrent toy destination.” The pop-ups also serve as complement to the retailer’s expansion of toy offerings online, and help drive customers to the IRL retail locations.