Toys ‘R’ Us and Candytopia launching immersive play experience

Tru Kids, the parent company of Toys ‘R’ Us, is partnering with Candytopia on an immersive play experience called Toys ‘R’ Us Adventure.

The “immersive wonderland” will open in October in Chicago and Atlanta, at Brookfield Properties and EDENS’ Lenox Marketplace, respectively.

Toys ‘R’ Us Adventure, a retailtainment attraction, will be a “toy-filled playland” with sensory experiences, games, and interactive play rooms.

“The Toys ‘R’ Us brand was built upon celebrating the joys of childhood and we are thrilled to partner with the creatives behind Candytopia to introduce an exciting new way to play for guests of all ages,” said Richard Barry, CEO of Tru Kids.

Retailtainment play experience in Chicago and Atlanta

“As we focus on bringing a reimagined Toys ‘R’ Us to the United States, we believe this live experience coupled with our new experiential retail stores will attract families from around the world and create a unique opportunity to rediscover the magic of this beloved family brand.”

The attraction will feature rooms and experiences based on the shop’s favourite brands and characters. There will be classic toys, new toys and “all things play”.

It will also include installations featuring the Toys ‘R’ Us mascot Geoffrey the Giraffe, as well as Melissa & Doug, PAW Patrol, and Schleich.

‘An exciting new way to play for guests of all ages’

toys 'r' us adventure“At Candytopia, we have made it our mission to spread joy and fun as a multi-sensory destination for all,” said John Goodman, CEO of Candytopia.

“We are honored to be powering a new one of a kind experience with Toys ‘R’ Us allowing us to dream big, play big, and create new and lasting memories for guests.”

Toys ‘R’ Us Adventure are open in Chicago and Atlanta through the 2019 holiday season, before moving to more US cities in 2020.

Elsewhere, the Dr. Seuss Experience, an interactive and immersive attraction, has been confirmed for Toronto’s Square One.

Images: Toys ‘R’ Us Adventure