Party City (Rockaway, N.J.) is seizing on the opportunity to enter the toy market upon Toys “R” Us’ (Wayne, N.J.) end. It has announced it will open 50 pop-up toy stores, called “Toy City,” this September.
The retailer has strategically planned the opening of the pop-ups with its busy season, during its peak Halloween sales. Its Toy City pop-ups will be placed alongside its Halloween sections to drive customers, according to CNBC. The pop-ups will run through the holiday season.
"The creation of a Toy City concept to complement our temporary seasonal retail strategy is a logical extension of our brand; one that will allow us to leverage our existing pop-up store capabilities and capitalize on the category whitespace that has recently been created," said Party City CEO James Harrison in a statement.