Toys R Us Asia launches new store concept

Published on: 2nd September 2022

Toys R Us Asia launches new store opening event in Tseung Kwan O, Hong Kong, focused on child development and improved shopping experience. 

Toys R Us Asia has launched a new store concept which highlights the various stages of child development, helping parents and gift-givers to more easily choose the perfect toy when shopping for their children or loved ones. This new concept, unveiled at a new store opening in Tseung Kwan O’s MCP Central, brings the same exciting store experience for kids, but is designed to help ease store navigation, simplify product selection and enhance the overall shopping experience for adults.

Building on insights from parents, Toys R Us has redesigned the layout and signage of this newest store in Hong Kong to centre around essential childhood development stages, making it easier for parents to find the right product for the age and development stage of their child, and which appeals to their unique interests.

“Toys R Us has always been focused on meeting the unique needs of both the children who love our toys and their parents who shop for them. Toys provide entertainment, but they also play a crucial role in childhood development, helping children develop their cognitive, motor, psychosocial, emotional and linguistic skills, while fuelling their imagination,” said Pamela Wong, general manager, Toys R Us Hong Kong. “We have listened to our customers to create this new store concept where parents can clearly understand which toys are most suitable for their kids, while their children continue to enjoy magical moments inside our stores.”

Central to the store concept is a new, more intuitive navigation system and signage in which products are categorised based on type rather than the brand. Moving towards a more gender neutral layout, products are grouped into the various development stages and skill development. There is a cars and vehicles section, a creative corner, a role play and dress up area, infant and pre-school development section and a sports and outdoor area. The store incorporates play areas throughout where children can touch and play with toys on display, adding to their in-store experience.

Toys R Us operates 13 stores across the Hong Kong market. For more information and store details, visit


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