Toys “R” Us Holiday Pop-Ups Preview Brand's Return

The brand is back with an immersive pop-up playland in Chicago and Atlanta this holiday season.

WORDS Jaime Corliss
December 2019
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Leap into a ball pit the size of a tennis court, assemble a giant wooden puzzle and race to build a house out of blocks before the Big Bad Wolf blows it down. This is no fairy tale: Toys“R”Us Adventure, a vast pop-up playland running in Chicago and Atlanta this holiday season, is putting a new spin on the traditional toy store. Both locations offer eight-room playhouses full of larger-than-life installations of traditional toys, plus guest appearances from Geoffrey the Giraffe and the cast of PAW Patrol. The pop-up is part of the larger rebranding of Toys“R”Us—including a relaunch of stores and the introduction of a more tech-savvy business model—and will march on to new cities early next year.

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