The retailer had been seeking to capitalise on the demise of Toys R Us.
Toy World understands that Party City will not be continuing with its Toy City initiative, which saw the party retailer opening a chain of dedicated toy stores across the US. The retailer opened 150 Toy City stores last year and had previously suggested that it would be looking to expand the initiative to 300-500 stores over the next few years. Former TRU executive Jamie Uitdenhowen had been brought in to run the division, a move which initially leant credibility to the venture.
Toy World understands that the retailer will not now be opening any Toy City stores this year, although it is believed that there will be an assortment of toys in all existing Party City stores instead.
It would appear that replacing TRU is perhaps not as easy as it looks…