The partnership sees Toys R Us decorate its stores with unique geometric Craig & Karl artwork that blends toys with fashion, which shoppers can enjoy while picking up their Christmas gifts.
Toys R Us Asia has announced it is going in a new direction this holiday season with a never-before-seen collaboration with artist duo Craig & Karl.
“Toys aren’t only for play anymore, especially among kidults,” said Leo Tsoi, CEO of Toys R Us Asia. “Gen Z’s interpretation of Animations, Comics, Movies and Gaming across Asia blurs the line between, toys, fashion and lifestyle. Toys R Us is evolving to adapt to this trend while still keeping its core brand promise of fuelling imagination of kids.”
Toys R Us’ collaboration with Craig & Karl has sprinkled stores with bright and bold geometric art pieces, forming a festive collage which merges toys and fashion and inviting shoppers to walk into a fashion magazine.
Toys R Us is also bringing to life the traditional advent calendar this year. A far cry from the usual offerings, Toys R Us has put a twist on the festive countdown by creating a life-size Instagrammable advent calendar with play-to-win surprises.
“This is only the beginning of Toys R Us’ transformation,” added Leo. “We will continue to push the boundaries, breathing new life into the traditional toy industry, fuelling the ‘impossible’ imagination of generations and creating a new form of self-expression that brings out their true self.”
Leo took over the helm of Toys R Us Asia in April 2023, bringing to the role more than 27 years of consumer retail experience and business leadership in large multi-national brands across Asia. Most recently, Leo served as CEO of Starbucks China where he also served as a member of the Starbucks Global Executive leadership team. Prior to that, Leo held a series of senior roles at Starbucks China including president of Retail, COO, CMO and VP of Store Development & Design, where he played a crucial role in the company’s growth and transformation. Prior to joining Starbucks, he held senior positions in international companies Pepsico and Procter & Gamble, in Greater China.
