Party City opens 50 Toy Pop Up Stores

Party City will Open 50 Toy City Pop-Up Stores This Year after Toys”R”Us closes its last stores this week. Party City announced yesterday that it will open temporary locations in conjunction with its Halloween City pop up shops in “optimal markets” where it discovered “attractive leasing possibilities. Due to a shortage of stores, many retailers have been able negotiate favorable rents or lease terms. The company hopes to fill the Toys”R”Us void. As toy vendors search for new venues to sell their merchandise, companies like Target, Walmart, Barnes & Noble, Five Below and Target are likely to gain a share of the market. KB Toys also plans to make a comeback.

Total Retail’s View: Party City made a smart decision. Party City recognizes that there is a gap in the market after Toys”R”Us closed, and will capitalize on this opportunity by using its existing pop-up model (see the Halloween City stores). Party City doesn’t have to take on the financial risks associated with long-term leases for retail space. Instead, it will opt for pop-up shops. Party City will be able to find a bargain with the number of recent retail closings. Party City may also consider converting some spaces to full-time employment if its pop-up shops do well in the holiday season.


Report: Amazon Plans Holiday Toy Catalog

According to Bloomberg, plans to publish a holiday catalog to try and win the toy business that was left open after the demiseof Toys”R”Us. Bloomberg was told by people familiar with the strategy that the catalog would be sent to millions of households in the United States and distributed at Whole Foods stores, which Amazon purchased last year for $13.7 million.

Total Retail’s View: Another example of Amazon trying to take advantage of the Toys “R” Us bankruptcy is a holiday toy catalog. As it expands its brick and mortar footprint, Amazon began looking at purchasing vacant Toys”R”Us stores earlier in the year. Amazon also has a print catalog that shows it is open to trying other marketing channels. Despite all its problems, Toys “R”Us was still a major force during Christmas. Toys”R”Us’ “Big Book” toy catalogue was a holiday classic. Toy manufacturers often began their holiday advertising to coincide with the arrival of the catalog in late October. Kids still love browsing through toy catalogues, which Target and Walmart also produce, to create their wish lists.


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