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:

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