Party City has announced it’s seizing the opportunity to enter the toy market upon Toys “R” Us closing its doors. The retailer says it will open 50 pop-up toy stores this September called “Toy City.”
Party City 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 USA Today. The pop-ups are scheduled to 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," says Party City CEO James Harrison, in a statement.