Toy and other kid-centric brands like Kroger and Build A Bear are expanding consumer outreach by holding activations in unexpected locations

Brands are partnering with retail spaces to offer customers access to exclusive brand selections by popping up in unexpected locations, while filling the gaps for brick-and-mortar closures and extending brand presence to new spaces.

Temporary and permanent activations use playful and interactive marketing, experiential and educational retail, and lifestyle immersion to build relevance and relationships with both young consumers and parents. Here's how brands like Party City and Kroger are giving consumers even more reason to visit their stores:

Party City
Party City launched approximately 50 Toy City pop-up concepts in stores nationwide, which will offer a selection of toys for shoppers of all ages. Following the closure of Toys R Us stores, the temporary store offerings aim to provide convenient access to toys via an integrated shopping approach. Party City will also test an expansion of its online assortment of toy offerings, providing a broader range of toy products for kids and parents to choose from.

Build-A-Bear Workshop
American retailer Build-A-Bear Workshop is opening permanent shops inside the FAO Schwarz flagship store in New York City and at four Great Wolf Lodge Resorts. The FAO Schwarz concession will feature attractions and New York-themed accessories exclusive to the retailer. The retailer also plans to open 10 seasonal pop-up shops at Bass Pro Shops and Cabela's locations.

Grocery giant Kroger partnered with Toys R Us to bring exclusive brands from Geoffrey's Toy Box to almost 600 of its U.S. grocery store locations. Participating stores will have Geoffrey's Toy Box displays and merchandise, featuring 35 toys from brands, including Animal Zone, Imaginarium, Journey Girls, Edu Science, You & Me, and Just Like Home.

For more examples of how toy brands are marshaling pop-up shops as part of their strategy, download PSFK's Building The New Toy Experience report.